Case study: Amnesty UK ‘Campaigning with Social Media’
Made by Many has worked with Amnesty UK since January ’08, and helped them design and buildProtectTheHuman.com – their digital activism community.
ProtectTheHuman.com is a social platform that asks users to carry out a range of online actions in support of Amnesty’s campaigns, and to upload video and photos and bookmark content from all over the Web.
You can read more about it here – in Charlotte’s blog post when the site launched. And you can also read about how Amnesty have used Protect The Human to campaign against the proposed extension of detention without trial to 42 days, and in support of US death row prisoner Troy Davis.
Since just before Christmas we’ve been working with Amnesty UK’s web team on a project to optimise the use of external social media services. This involved an audit, mapping and optimisation exercise of all official (Amnesty-run) and supporter-run groups and pages on Flickr, YouTube, MySpace, Facebook, Twitter, Bebo and blogs. We then followed this with planning for specific campaigns: Obama’s First Hundred Days and End Violence Against Women.
The case study below provides some real data (often missing in social media case studies) that shares what we all did and how well it worked. Please take it, share it, use it, re-tweet it and spread it all over the place. We also have some exciting new releases to make to the main Protect The Human website in the next few weeks, and another case study (Obama’s First 100 Days) to share.
4 comments
thumbs up – thanks for sharing.
Nice case study guys – would have been nice to have worked with you on slide 15…
;)
Hi Tim
Your Aussie counterparts! Congrats on case study. Here is one we did here for Amnesty Int Australia. Their first and only foray into social media so far. Very successful too!
http://www.marketingmag.com.au/case_studies/view/amnesty-international-australia-chinese-internet-censorship-659
http://www.marketingmag.com.au/case_studies/view/amnesty-international-australia-chinese-internet-censorship-659
I commented on the Protect the Human blog about this case study also…
Just wanted to offer my congratulations to you guys on such a well conceived and executed social spaces approach, and for sharing this fascinating experience with your networks.