stand up take action - social media for social change

17–19 Oct, 2008

United Nations Millennium Campaign social media for social change – case study

About Millennium Campaign

• “End poverty by 2015”

• The United Nations Millennium Campaign

supports and inspires people from around the

world to take action in support of the 8 MDGs

(Millennium Development Goals), (Millennium Development Goals),

that 189 United Nations member states have

agreed to try to achieve by the year 2015

More details: http://endpoverty2015.org

8 Millennium Development Goals

1. Eradicate extreme poverty and hunger

2. Achieve universal primary education

3. Promote gender equality and empower women

4. Reduce child mortality

5. Improve maternal health

6. Combat HIV/AIDS, malaria, and other diseases

7. Ensure environmental sustainability

8. Develop a global partnership for development

Recap

23.5 million and 43.7 million user

participation in 2006 & 2007 respectively,

across the world

Part

icip

ation in

m

illions

year

2008: Stand UP, Take ACTION

• Stand Up, Take Action 2008: Oct 17th -19th

• By starting on a Friday and concluding on a

Sunday, everyone, whether at home, at work,

at school, university or in a place of worship

can take partcan take part

Challenge

“If South Asia does not achieve MDGs,

world will not achieve it!”

- Minar Pimple- Minar Pimple

Deputy Director, Asia

United Nations Millennium Campaign

Social media for social cause

• Exclusive social media tie-ups

• Demographics based behavioral targeting

• Online/Offline synchronization

Orkut community & applicationhttp://orkut.com/endpoverty

Interactive video game on Youtubehttp://youtube.com/endpoverty2015

Online/offline synchronization

Success• 15,043 total blog posts on “poverty” during the campaign days

with 13,498,280 combined readership

• 116 Million participation worldwide with all efforts combined

together which includes 73 million, highest number of

participation from Asia

• Inclusion of social media strategy resulted in 62% growth in

participation in 2008 compared to year 2007

Future prospects

• Social media campaigns can be recycled and

reused over time resulting in repeated ROI

for one time investment

• Getting sponsors on-board for the social

media profiles; a new medium for media profiles; a new medium for

monetization of the efforts put online

Rupesh Mandal

rupeshmandal@gmail.com

http://fundubytes.blogspot.com