MALARIA NO MORE How to raise the profile of a malaria awareness campaign using social media?
Dec 24, 2015
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
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
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