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SOCIAL CAMPAIGNING AND THE SOCIAL MEDIA: CREATING NEW
NETWORKS FOR A NEW GENERATION
Shobaz Kandola Australian Country Director, Global Poverty Project
Twitter: @shobazkandola
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• VISION - a world without extreme poverty within a generation
• MISSION - to increase the number and effectiveness of people taking action to end extreme poverty
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• We target those who want to believe a world without extreme poverty it possible, but don’t quite know how that would happen.
• Studies on members from the public who hold such an attitude reveal this is around 30-40% of the population.
• Demographically, they tend to be culturally mainstream, around 18-35 years old.
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Challenges:– Time poor – Information overload – Busy
How do you grab attention so you can place your issue at the forefront of your target audience?
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http://www.globalcitizen.org
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GLOBAL CITIZEN uses four pillars to ensure it is as powerful and effective as possible:
• Engaging and informative educational content: providing users with the knowledge and resources to become advocates for change on issues related to extreme poverty.
• Encouraging effective action: encouraging meaningful actions on these issues, such as fighting malaria or HIV/AIDS.
• Providing appealing rewards: rewarding action, like learning, advocating and donating, with points, that can be redeemed for rewards.
• Building a thriving community: creating meaningful conversations, connecting global citizens with each other and the best organizations working to end extreme poverty.
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SARAH’S STORY
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CONCLUSIONSocial media campaigning is not that different from grassroots campaigning, it just allows more
creativity and larger reach.
It’s not a magic bullet but rather one important tool amongst many.