malaria no more how to raise the profile of a malaria awareness campaign using social media?

MALARIA NO MORE How to raise the profile of a malaria awareness campaign using social media?

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MALARIA NO MOREHow to raise the profile of a malaria awareness campaign using social media?

BACKGROUND INFORMATION

Ray Chambers and Peter Chernin founded Malaria No More charity in 2006

The charity is determined to end malaria deaths in Africa by 2015

Ray Chambers is currently the UN Special Envoy for Malaria

http://www.youtube.com/watch?v=r1QjYilIU1E&feature=player_embedded

STRATEGY

Recruit celebrities as “UN Malaria Social Media Envoys” to raise awareness

Use persuasive tweets and Facebook posts to encourage donations

CELEBRITY POWER

Ashton Kutcher, actor Anderson Cooper, CNN anchor

Shaquille O’Neal, NBA athlete

Gates Foundation, private foundation

http://twitter.com/Aplusk

http://twitter.com/andersoncooper

http://twitter.com/the_real_shaq

http://twitter.com/gatesfoundation

TWEETS AND FACEBOOK POSTS

“Nothin‘ but net, baby – Save someone’s life.” http://bit.ly/aDaKVu

Every 30 secs a child dies of malaria. Nets save lives. Support World Malaria Day: http://bit.ly/30Io8

On World Malaria Day, a $10 mosquito net can protect a family as they sleep. Please donate! http://bit.ly/30Io8

http://bit.ly/aDaKVu

http://bit.ly/30Io8

RESULTS

Over 28 million people were reached over Twitter and Facebook.

1 tweet could raise over $200 million to protect 25 million people, mostly children.

LESSONS LEARNED

Promote benefits of cause in a using a persuasive message through the channels the audience value.

Donors must have an in-depth understanding of malaria.

Provide a direct link to the charity for donation purposes.

Celebrities with the largest number of followers are the most effective.

REFERENCES

http://www.malarianomore.org http://www.malariaenvoy.com/SpecialEnvoy/t

abid/68/Default.aspx http://mashable.com/2010/09/20/social-medi

a-malaria/ http://mashable.com/2009/04/25/world-malar

ia-day/ http://mashable.com/2010/03/14/un-social-m

edia-envoys-malaria/ http://planetgreen.discovery.com/tech-transp

ort/social-media-squash-malaria.html

http://www.malarianomore.org/

http://www.malariaenvoy.com/SpecialEnvoy/tabid/68/Default.aspx

http://mashable.com/2010/09/20/social-media-malaria/

http://mashable.com/2009/04/25/world-malaria-day/

http://mashable.com/2010/03/14/un-social-media-envoys-malaria/

http://planetgreen.discovery.com/tech-transport/social-media-squash-malaria.html

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