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 The Twitter battle for Global Malaria Day 

Ashton Kutcher, a well-known Twitter star, collaborated with Malaria No More to spread awareness on Twitter for World Malaria Day. By challenging CNN’s breaking news Twitter feed to outpace him in gaining one million followers, Ashton chose to take their collaboration a step further. When Ashton arrived first, which he did, he promised to provide 10,000 mosquito nets to Malaria No More, and the rest is history. The “twitterati,” which includes Oprah Winfrey and Ryan Seacrest, as well as individual “twitterers” from all around the globe, gave mosquito nets via Malaria No More, and CNN matched his contribution. African families in Senegal have received the 89,724 life-saving bed nets given via the campaign. 

The Twitter battle for Global Malaria Day

Results 

As millions of Twitter users learned more about the disease and what they could do to assist, awareness of malaria grew tremendously on the platform. A 10,000% increase in the number of people who follow @malarianomore on Twitter so they may follow Ashton and the millions of others who are retweeting to spread the information about malaria throughout the globe. There was an increase in visitors to MalariaNoMore.org in April compared to all of the previous 12 months as a result of people becoming more aware of the disease and the international campaign. There is a groundswell of support for the Malaria No More online petition urging President Obama and Congress to support funding for malaria prevention. millions of media impressions, reaching a significantly wider audience with the message of malaria awareness.

The tweet that received the most retweets on April 25th, 2009 was “Every 30 seconds a kid dies from malaria.” Nets save lives. Help World Malaria Day by visiting www.malarianomore.org. World Malaria Day was one of the top 10 most-tweeted topics on April 25 thanks to a massive awareness campaign on Twitter. Small contributions made by Twitter users essentially equaled Ashton’s commitment (of 10,000 nets), and with the aid of the “twitterati,” more than US $500 was donated on the social media platform alone. 89,724 life-saving mosquito nets were distributed in Africa starting in January 2010 thanks to a massive effort supported by celebrities on Twitter, including Anderson Cooper (@AndersonCooper), Sean “Diddy” Combs (@ iamdiddy), Oprah Winfrey (@Oprah), Ryan Seacrest (@RyanSeacrest), and thousands of non-celebrity Twitter users. Individual mosquito net donations came from people spanning 42 countries, moved Several prominent celebrities’ tweets 

Ashton Kutcher, Aplusk:Calling to request that a payment of $100,000 be made payable to the Malaria No More Fund(@mrskutcher) Demi Moore: Since several of you have inquired, the following information is provided: http://www.malarianomore.org Also, follow Malarian More at Thanks a lot. Using the handle @Mark Wahlberg: Every 30 seconds, malaria claims a kid every 30 seconds.Nets save lives. Give to Malaria No More to support World Malaria Day. (Photo credit: @aplusk@oprah @mrskutcher)Oprah Please add me to the 10,000 nets. Twitter user Ryan Seacrest: I received 10,000 nets from Ashton today. Larry King is also present. Happy Friday!

The tweet that received the most retweets on April 25th, 2009 was “Every 30 seconds a kid dies from malaria.” Nets save lives. Help World Malaria Day by visiting www.malarianomore.org. World Malaria Day was one of the top 10 most-tweeted topics on April 25 thanks to a massive awareness campaign on Twitter. Small contributions made by Twitter users essentially equaled Ashton’s commitment (of 10,000 nets), and with the aid of the “twitterati,” more than US $500 was donated on the social media platform alone. 89,724 life-saving mosquito nets were distributed in Africa starting in January 2010 thanks to a massive effort supported by celebrities on Twitter, including Anderson Cooper (@AndersonCooper), Sean “Diddy” Combs (@ iamdiddy), Oprah Winfrey (@Oprah), Ryan Seacrest (@RyanSeacrest), and thousands of non-celebrity Twitter users. Individual mosquito net donations came from people spanning 42 countries, moved Several prominent celebrities’ tweets Aplusk, Ashton Kutcher: Calling to request that a payment of $100,000 be made payable to the Malaria No More Fund(@mrskutcher) Demi Moore: Information about malaria is available at http://www.malarianomore.org/, and you may follow @malarianomore. Thanks a lot. Using the handle @Mark Wahlberg: Every 30 seconds, malaria claims a kid every 30 seconds.Nets save lives. Support for World Malaria Day can be found at https://give.malarianomore.org (via @aplusk).@oprah @mrskutcher Oprah Please add me to the 10,000 nets. Twitter user Ryan Seacrest: I received 10,000 nets from Ashton today. Larry King is also present. Happy Friday!

Lessons

It’s common knowledge that social media has the power to mobilize people around a cause, a company, or a product. But it may be challenging to capture the attention of social online groups and to gain enough momentum to create a strong movement that supports your initial objectives. You need to be inventive, participate in the relevant online groups, schedule your actions well, and interact with those communities in a manner that does more than just tickle their attention. They must give you their whole attention. Particularly with social media, that attention is quite dispersed. You need to do something distinctive in order to stand out from the crowd. Something like organizing a battle between a renowned brand and a prominent member of the online community you are working with would be a good idea. The Malaria No More awareness campaign was elevated to a new level by Ashton Kutcher’s challenge to CNN. This action propelled the campaign’s impact and reach into the stratosphere and caught the attention of conventional media, which expanded the campaign’s reach even further. Of course, enlisting A-list celebrities as supporters helps, but a fantastic concept that truly catches people’s attention and goes viral online may also succeed without the aid of superstars. You may find some well-known people lending their support on Twitter, in particular, if you can start that groundswell of support from the people and get your topic trending. Marketers take into account the global aspects in addition to the value and impact of this campaign. Digital eliminates the frequently encountered geographic limitations.Why not push your campaign forward and use it as a test market for other markets for your product or service if it is not sensitive to or relevant to one specific geographic market? Another thing that this campaign highlights is the power of social media, and of digital channels in general, to transcend traditional boundaries like geography and time zones to reach a truly global audience. and all with the investment of nothing more than imagination and a little bit of tityle.

Barnardo’s chose to divide the campaign’s rollout into two halves. They produced a brief online-seeding viral film for the first phase called “Hunting.” The movie used actual reader comments about children posted on newspaper websites and put them in the mouths of suburban adults stalking kids with shotguns. The movie was made with the intention of dispelling the myth that discrimination against children is somehow acceptable. By targeting the key media and opinion leaders, the team fostered a growing debate around the topics raised by the film. The goal of the second part of the campaign was to expand on the conversation started by the first phase and position Barnardo’s as offering a solution to the issue of difficult children by demonstrating that these kids could—and should—be supported rather than demonized. In order to address this, the team produced a string of movies (Jail, Break the Cycle, and What We Hear) that establish the stereotype of a problematic youngster from the outset, replete with aggressive and violent behavior. As the movies go, viewers are gradually introduced to the child’s painfully vulnerable other side. The goal was to make viewers aware of the conflict between these two opposing viewpoints in order to get them to stop thinking in absolutes and start seeing problematic teenagers as young people in desperate need of assistance. With a click of their mouse, the online audience may flip between the two sides of the movie, listening to what an aggressive girl is truly saying, supporting a distressed young offender, or intervening to stop a young girl’s cycle of violence. The full-screen HD commercials that the interactive digital films aired as were a first for this medium and had a significant effect online. The ad aims to spark a discussion in society at large and demonstrate how Barnardo’s still has faith in the most problematic kids, even when others have given up.

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