UNICEF UK CASE STUDY Coupling celebrity with information and communication technologies to gain awareness of your causes
Dec 15, 2014
UNICEF UK CASE STUDY
Coupling celebrity with information and communication technologies to gain awareness of your causes
UNICEF UKUNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs and to expand
their opportunities to reach their full potential.
UNICEF mobilizes political will and material resources to help countries, particularly developing countries, ensure a "first call for children" and to build their
capacity to form appropriate policies and deliver services for children and their families.
WHY COMMUNICATE? Increased public awareness determines the effectiveness and
success of any development agency.
Methods and strategies may vary but successful organizations integrate their message into mainstream information systems where the public already meet and develop social experiences
UNICEF UK’s communication model uses strategies that effectively build public awareness.
This presentation proposes a course of action based on UNICEF UK communication strategies to improve development agencies’ ability to effectively raise public awareness.
For more detailed information supporting this proposal, please refer to the hard copy of the UNICEF UK Case Study report.
TOM HIDDLESTON AND UNICEF UK
British actor Tom Hiddleston’s 2013 trip to Guinea raised 211% of its fundraising goal through online donations
Hiddleston and UNICEF UK used their social media to raise awareness and generate donations
Hiddleston’s numbers: 143,000+ Facebook fans 441,000+ Twitter followers Total raised to date =
£30,700+
HOW CAN YOU DO THAT?Recommendations for use of social media and celebrity endorsement
WHY SOCIAL MEDIA? Provides a channel for
targeted communications to younger audiences
Is free to sign up
Many are already using it
You are accessing audiences where they spend a great deal of time – online and in social spaces
Because it’s social, people share and spread message
SOCIAL MEDIA: KEY PLAYERS
Facebook:
1 billion users worldwide, Facebook is the most powerful social network with the most reach
However, some countries such as Russia and China are not high users. It’s crucial you do your research
SOCIAL MEDIA: KEY PLAYERS
Twitter:
1 in 5 Twitter users are from the US
US 50.99 %
UK 17.09
AUS 4.09
Brazil 3.44
Canada 2.92
India 2.87
STARTING YOUR SOCIAL MEDIA PRESENCE
Facebook:
Set up organizational Facebook page
Leverage celebrity’s own social media accounts by posting from each and sharing
Use apps to allow for direct donations
Twitter:
Set up organizational Twitter account
Access celebrity’s followers in having him/her tweet and re-tweet messages to fan base
Ensure tweets are packed with value by sharing photos of celebrity doing work, pointing to organization’s website links or news, and using hashtags to optimize search
“Brand” your hashtags
PROS AND CONS OF CELEBRITY PARTNERSHIP
Connecting celebrity brand to humanitarian causes is a profitable strategy – fame generates recognition and support for causes that would otherwise be neglected by the public
Critics argue that celebrity status may eclipse and oversimplify the real complexities behind humanitarian causes, and merely generating donor support via celebrity status neglects the underlying causes of poverty and malnutrition and creates a sort of “beggar’s mentality.”
CREATING THE RIGHT PARTNERSHIP
Ensure the celebrity is passionate about your cause not seeking additional fame
Partners with a celebrity to tap into their existing fan base who might not know about your organization
Choose a celebrity that already has a large social media following
Educate the celebrity in your organization and cause and give them a channel to publish material jointly
DURING THE CAMPAIGN Provide branded gear
Share social media connections (retweet and like each other’s statuses)
Ensure the celebrity posts in their own authentic voice (fans can spot a fake)
Post updates often to keep on top of feeds and ensure there are a lot of photographs
Add personal anecdotes and behind the scenes features (to lure in their fan base and build connections)
AFTER THE CAMPAIGNMeasure donations and fan engagement though social
media monitoring
Keep the donation applications open as long as you are successful
Don’t hesitate to continue the partnership with the celebrity long after your campaign has wrapped
TO SUM UP Increase public awareness for your cause by integrating your message into a channel where the public already
meet
Social media is free with a worldwide reach. It’s a perfect channel to reach your target audience
Coupling celebrity partnerships with humanitarian causes is a proven strategy for UNICEF UK
Every communication strategy has its pros and cons. Mitigate the potential cons by ensuring celebrity partners are passionate about your cause and your principles
For more information on UNICEF UK, visit: http://www.unicef.org.uk/UNICEFs-Work/Our-mission/
TO SUM UPFor more information on UNICEF UK, visit:
http://www.unicef.org.uk/UNICEFs-Work/Our-mission/
COMM415: Team
TracyRenee
MeghanKelseyAminah