The Human Rights Campaign — Learn Social Media By Example

Social Media Campaign Stat Box

: Human Rights Campaign (Non-profit Organization)

: Cause Rallying


: Facebook, Twitter

: Everyone

: Emotional

: Winter 2010

: Ongoing

Human Rights Campaign

Human Rights Campaign

The Human Rights Campaign represents a grassroots force of more than 750,000 members and supporters nationwide. As the largest national lesbian, gay, bisexual and transgender civil rights organization, HRC envisions an America where LGBT people are ensured of their basic equal rights, and can be open, honest and safe at home, at work and in the community.

Campaign Key Messages:

The main ideas and objectives of this campaign lie within the following key messages:

  • Repealing “Don’t Ask, Don’t Tell” (DADT), which is the law prohibiting lesbians and gays from serving openly in the U.S. Armed Forces. Military leaders, including Secretary of Defense Robert Gates and Chairman of the Joint Chiefs of Staff Adm. Michael Mullen, recognize that DADT is failed law and support its repeal.
  • Americans recognize that on the battlefield, it does not matter whether a soldier is lesbian, gay or straight; what matters is that a soldier gets the job done. This discriminatory law hurts military readiness and national security while putting American soldiers fighting overseas at risk.
  • The vast majority of Americans – including majorities of Republicans, Independents and Democrats – support repealing DADT.

Buzz Generated:

With a Facebook page supported by 318,466 fans, and an easy, fast way to get involved and help out, the Human Rights Campaign seems to be making a high level of steady progress!

Ways to Get Involved in the Human Rights Campaign

Ways to Get Involved in the Human Rights Campaign

Moreover, the campaign dedicates an online shop, through Facebook, to sell cause related items ranging from accessories, to jewelry and office supplies.

The HRC shop

The HRC shop

When it comes to Twitter,@hrcbackstory currently has 9,888 fans who actively engage in retweets and discussions about the key messages of the campaign.

Some tweets supporting HRC on Twitter

Some tweets supporting HRC on Twitter

As for the campaign’s site ( stats on Alexa, the site seem to have a stable number of visitors, and a quite good ranking in the US. What’s impressive is the number of sites linking in (2,837 sites). Screen shot below…

HRC Website Alexa Stats

HRC Website Alexa Stats

Lessons Learned:

Even controversial issues have supporters! And although this might not be the case for all issues of a certain degree of sensitivity, when you execute your campaign in an organized and well-planned manner, you are most likely to succeed.

So, what did we learn from the Human Rights Campaign?

  1. Sometimes, mixing related products sales with a promoting a cause can help build loyalty amongst your target audience.
  2. The easier the methods for joining and getting involved are, the larger the number of people who will be involved!
  3. Being consistent in your messages will make you more credible in the eyes of your target audience. This, in turn, will help achieve your campaign goals.

Finally, I would like to ask you the following questions: Have you ever heard of this campaign before? Despite the fact it defends a rather controversial matter, would you support it? Do you think the campaign could have been executed better?

Waiting for your comments down below :)

: 5/5
: 2/5
: 3/5
: No
: 5/5

Comments and Reactions

  • bambambi

    Sounds to me that they are in it for the dinners, the galas and the fundraiser but then again that's why they came into existence back in the 80's. There are many things that would describe the HRC but grass-root is definitely not one of them.

  • Andy @ FirstFound

    Excellent case study, thanks.

    For what it's worth, I'd support them – with or without the social media campaign.

  • Lebanon’s Civil Marriage Not Civil War — Social Media in Action! | Thoughtpick Blog

    [...] Human Rights Campaign did it as well! I know you [...]

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