UNICEF UK CASE STUDY

Coupling celebrity with information and communication technologies to gain awareness of your causes

UNICEF UKUNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs and to expand

their opportunities to reach their full potential.

UNICEF mobilizes political will and material resources to help countries, particularly developing countries, ensure a "first call for children" and to build their

capacity to form appropriate policies and deliver services for children and their families.

WHY COMMUNICATE? Increased public awareness determines the effectiveness and

success of any development agency.

Methods and strategies may vary but successful organizations integrate their message into mainstream information systems where the public already meet and develop social experiences

UNICEF UK’s communication model uses strategies that effectively build public awareness.

This presentation proposes a course of action based on UNICEF UK communication strategies to improve development agencies’ ability to effectively raise public awareness.

For more detailed information supporting this proposal, please refer to the hard copy of the UNICEF UK Case Study report.

TOM HIDDLESTON AND UNICEF UK

British actor Tom Hiddleston’s 2013 trip to Guinea raised 211% of its fundraising goal through online donations

Hiddleston and UNICEF UK used their social media to raise awareness and generate donations

Hiddleston’s numbers: 143,000+ Facebook fans 441,000+ Twitter followers Total raised to date =

£30,700+

HOW CAN YOU DO THAT?Recommendations for use of social media and celebrity endorsement

WHY SOCIAL MEDIA? Provides a channel for

targeted communications to younger audiences

Is free to sign up

Many are already using it

You are accessing audiences where they spend a great deal of time – online and in social spaces

Because it’s social, people share and spread message

SOCIAL MEDIA: KEY PLAYERS

Facebook:

1 billion users worldwide, Facebook is the most powerful social network with the most reach

However, some countries such as Russia and China are not high users. It’s crucial you do your research

SOCIAL MEDIA: KEY PLAYERS

Twitter:

1 in 5 Twitter users are from the US

US 50.99 %

UK 17.09

AUS 4.09

Brazil 3.44

Canada 2.92

India 2.87

STARTING YOUR SOCIAL MEDIA PRESENCE

Facebook:

Set up organizational Facebook page

Leverage celebrity’s own social media accounts by posting from each and sharing

Use apps to allow for direct donations

Twitter:

Set up organizational Twitter account

Access celebrity’s followers in having him/her tweet and re-tweet messages to fan base

Ensure tweets are packed with value by sharing photos of celebrity doing work, pointing to organization’s website links or news, and using hashtags to optimize search

“Brand” your hashtags

PROS AND CONS OF CELEBRITY PARTNERSHIP

Connecting celebrity brand to humanitarian causes is a profitable strategy – fame generates recognition and support for causes that would otherwise be neglected by the public

Critics argue that celebrity status may eclipse and oversimplify the real complexities behind humanitarian causes, and merely generating donor support via celebrity status neglects the underlying causes of poverty and malnutrition and creates a sort of “beggar’s mentality.”

CREATING THE RIGHT PARTNERSHIP

Ensure the celebrity is passionate about your cause not seeking additional fame

Partners with a celebrity to tap into their existing fan base who might not know about your organization

Choose a celebrity that already has a large social media following

Educate the celebrity in your organization and cause and give them a channel to publish material jointly

DURING THE CAMPAIGN Provide branded gear

Share social media connections (retweet and like each other’s statuses)

Ensure the celebrity posts in their own authentic voice (fans can spot a fake)

Post updates often to keep on top of feeds and ensure there are a lot of photographs

Add personal anecdotes and behind the scenes features (to lure in their fan base and build connections)

AFTER THE CAMPAIGNMeasure donations and fan engagement though social

media monitoring

Keep the donation applications open as long as you are successful

Don’t hesitate to continue the partnership with the celebrity long after your campaign has wrapped

TO SUM UP Increase public awareness for your cause by integrating your message into a channel where the public already

meet

Social media is free with a worldwide reach. It’s a perfect channel to reach your target audience

Coupling celebrity partnerships with humanitarian causes is a proven strategy for UNICEF UK

Every communication strategy has its pros and cons. Mitigate the potential cons by ensuring celebrity partners are passionate about your cause and your principles

For more information on UNICEF UK, visit: http://www.unicef.org.uk/UNICEFs-Work/Our-mission/

TO SUM UPFor more information on UNICEF UK, visit:

http://www.unicef.org.uk/UNICEFs-Work/Our-mission/

COMM415: Team

TracyRenee

MeghanKelseyAminah