Weekly Buzz
Posted by: Nina Keim on: December 3, 2009
Over the last few weeks I have discovered some great campaigns that used unique tactics or features to create buzz, engage publics and get the message across. Inspired by these campaigns, I have decided to start “Weekly Buzz” – a weekly blog post portraying innovative campaigns and tools worth talking about.
Increasing Engagement Through Social Media
December 1, 2009 marked World AIDS Day. Three German non-profit organizations teamed up to start “Zeig Schleife” (show a ribbon) – an initiative to educate and inform about AIDS, increase solidarity for affected, and promote the use of condoms. One goal of the campaign was to actively engage the target audiences through social media thereby not only leveraging Web 2.0 tools to spread the message but also increasing the feeling of ownership and personal contribution to the campaign among the audiences.
Through Facebook, Twitter and other social media applications, users were asked to show solidarity and “wear a virtual red ribbon” by adding a small icon (twibbon) to their profile photos. The Twitter application also made it possible to directly post a new tweet in red font. I was fascinated by the focus on usability of the applications. Every step in the process such as changing the profile picture, posting a message to the wall, or sharing the information with others was made as easy to execute as possible. I think, Twibbons are a great way to promote awareness on Twitter. With a simple click on the icon, users can make a powerful online statement, speak up and share causes with others. Thumbs up for the use of social media in the scope of the “Zeig Schleife” initiative. It is important to meet the audiences where they already are. Social media such as Facebook, Twitter, or StudiVZ are definetely places where young audiences can be reached.
