Amnesty’s “Reach Out for Kenya” Campaign – Learn Social Media By Example

Social Media Campaign Stat Box

: Amnesty International's "Reach out for Kenya"

: Cause Rallying


: Facebook, Flickr

: Kenyan diaspora, influential Kenyans, Kenyan activists and leaders, new audience as well as Amnesty supporters

: Emotional

: 27 February, 2008

: 1 month

Amnesty International Candle

Amnesty International Candle

Amnesty International is a worldwide movement of people who campaign for internationally recognized human rights for all. Their supporters are outraged by human rights abuses but inspired by hope for a better world – so they work to improve human rights through campaigning and international solidarity.

We have more than 2.2 million members and subscribers in more than 150 countries and regions and we coordinate this support to act for justice on a wide range of issues“.

The Idea & Objectives:

After disputed election results on December 29th, 2007, and the resulting deaths and human right abuses, Amnesty International decided to intervene.

Stepping out of the ordinary and into a more viral and unique venue, Amnesty International decided to harvest the power of social media in order to promote its “Reach Out for Kenya” campaign.

Therefore, in addition to the traditional letter and petition writing, it established a connection between online and offline activism through utilizing Facebook.

Group Description: Reach Out for Kenya is a group focusing on the need of accountability for the post-election violence in Kenya.

According to Amnesty International, the reasons for choosing Facebook were as follows:

  • Broad international reach
  • Show worldwide public outcry
  • Possibilities of offline events and self-organizing
  • Place for Kenyan diaspora to add voice
  • Quick and easy to use
  • 3rd most visited site in Kenya

Buzz Generated:

Reach out for Kenya on Flickr

Reach out for Kenya on Flickr

As planned, and even more hoped for, the “Reach Out for Kenya” Campaign was able to successfully achieve a broad reach in addition to an effective and quick mobilization of the target audience, followed by offline demonstrations in 11 countries.

Moreover, there was a 15% increase in traffic to Amnesty International’s website though Facebook!

Lessons Learned:

I must admit that I tend to be a little bit biased when it comes to campaigns supporting a humane cause, such as this one. Therefore, in my point of view, I think this campaign was highly prosperous and interesting. The responses from the target audience involved, both online and offline, were equally  moving and heart-felt.

So what can we learn from this campaign for future reference?

  • Never underestimate the power of bringing people together: If you play the cards right and demonstrate your real concerns towards a cause, people will come together and yes, they can make things happen!
  • When possible, try to combine your online campaign with offline activities: People, in general, are more comfortable when they solid results; on the ground! Whenever possible, try to combine both together to be more effective in getting your message through. Kogi did it as well!
  • A picture will always say a thousand words: When your campaign is cause-related, pictures and images of real people and their issues will attract more attention and touch on the emotional side of your target audience.

Finally, I’d like to know: What do you think of this campaign? Do you feel it could have been executed in a better way? If you have heard about it then, would you have supported it?

Looking forward to your feedback down below :)

: 4/5
: 4/5
: 3/5
: No
: 4/5

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