Kyrsten Skulborstad and Melissa Urscheler

Kyrsten Skulborstad and Melissa Urscheler

International Justice Mission

International Justice Mission is a human rights agency that secures justice for victims of slavery, sexual exploitation and other forms of violent oppression.

At the End of Slavery

Narrated by actor Danny Glover, “At the End of Slavery: The Battle for Justice in our Time” takes you inside the violent and ugly business of modern-day slavery – the buying and selling of human beings – from the brothels of the Philippines to the brick kilns of India.

• Implement successful online marketing strategies to promote and increase the number of watch parties

• Offer blog readers helpful advice on hosting watch parties

• Create original content for blog • Host at least one watch party in Columbia• Research and suggest methods to effectively

transition from movie into the broader anti-modern-day slavery movement

Original Goals

• 6/10 online adults watch online video• 74 percent of broadband users with high-speed

connections watch or download online video• 37 percent of adult internet users watch or

download news videos online• 22 percent watch or download educational videos

Original Research

According to Pew Internet & American Life Project…

• 57 percent share links to video • 75 percent receive links to watch video from

others• 62 percent prefer “professionally produced” video• 19 percent prefer content “produced by amateurs”

Original Research

According to Pew Internet & American Life Project…

Goal 1 Accomplished: Blog Tour

At least one post per week highlighting At the End of Slavery on another recognized, anti-modern-day slavery blog during the month leading up to The Weekend to End Slavery and to reciprocate the post on AtheEndofSlavery.com.

•Oct 16: ALENOW.org

•Oct 23: Shift6threads and The Truth About Polygamy and Human Trafficking

•Oct 31: Ya Basta! Human Trafficking Today by Texas RioGrande Legal Aid

•Nov 6: Thinkchristianly.blogspot.com and Cjaye57.wordpress.com

•Nov 7: Stop Traffic Fashion’s Blog

One post per day during the week leading up toThe Weekend to End Slavery, highlightinghelpful tips and suggestions to hosting a successfulwatch party.

Examples of Work: •Top 5 Tips for house party hosts• Free-trade gift ideas for your house party• Delicious recipes for your house party

Goal 2 Accomplished: House Party Tips

Goal 3 Accomplished: Original Content

• September 25: Soundslides presentation by Kyrsten Skulborstad compiled during Summer ‘09 internship,

An Inside Look: IJM Investigators

• October 12: 3-minute video, Modern Day Slavery: What do you know about it?

• October 26: Soundslides presentation, A Story of Hope: Freedom for Viswanathan

• November 4: 3-minute video, iEmpathize CEO: Using the Arts to Raise Awareness

• November 9: Photoshop creation: Delicious recipes for your house party!

• November 10: Free-trade gift ideas for your house party

Goal 3 Accomplished: Original Content

• November 12: 2 minute video: Illinois State Senator on how to fight against modern-day slavery

• November 13: Top 5 tips for house party hosts!

• November 13: Don’t forget to register your house party!

• November 14: Share your Weekend to End Slavery experience!

• November 17: Link to IJM.org to Soundslides presentation on IJM investigators and bonus interview with VP of

Investigations, Jeff Blom: Undercover with IJM Investigators

• December 10: Soundslides presentation: Story of Hope: Kumar

• Weekly: Media Scans: What’s in the News?

Original Content: Video

Modern-Day Slavery: What does your community know?

Original Content: Party Tips

Recipes for Weekend to End Slavery watch parties

Original Content: Soundslides

Freedom for Viswanathan

Goal 4 Accomplished: Watch Parties

House Party 1 (November 6)- Hosted by Fellowship of Christian Graduate

Students- 30 people in attendance - Led by 2 former IJM interns

House Party 2 (November 14)- Hosted by members of MU student group Stop Traffic- 25 people in attendance

September

Google Analytics: ATEOS News/ Updates

October

Google Analytics: ATEOS News/ Updates

November

Google Analytics: ATEOS News/ Updates

Overall Statistics: September – November

Google Analytics: ATEOS News/ Updates

September

Google Analytics: AttheEndofSlavery.com

October

Google Analytics: AttheEndofSlavery.com

November

Google Analytics: AttheEndofSlavery.com

Overall Statistics: September – November

Google Analytics: AttheEndofSlavery.com

Google Analytics: IJM.org

September 1- September 30, 2009:

Traffic Sources:

• AttheEndofSlavery.com: #6 (out of 10 sources)

• Directed 1,230 visits to IJM.org

• IJM.org bounce rate from ATEOS.com visitors: 6.59%

• IJM.org’s average bounce rate: 39.37%

Google Analytics: IJM.org

October 1- October 31, 2009:

Traffic Sources:

• AttheEndofSlavery.com: #6 (out of 10 sources)

• Directed 1,423 visits to IJM.org

• IJM.org bounce rate from ATEOS.com: 15.18%

• IJM.org’s average bounce rate: 39.98%

Google Analytics: IJM.org

November 1- November 30, 2009:

Traffic Sources:

• AttheEndofSlavery.com: #8 (out of 10 sources)

• Directed 972 visits to IJM.org

• IJM.org bounce rate from ATEOS.com: 26.75%

• IJM.org’s average bounce rate: 39.80%

The Weekend to End Slavery: Statistics

• Total number of kits distributed before The Weekend to End Slavery: 2589

• Number of online kit orders: 1075• Number of kits distributed through other means: 1514

- Benefit dinners: 700- PNW Advocacy Day: 200- ATEOS DC Premiere: 200- Major donors and other contacts: 160- Church and campus: approximately 254

The Weekend to End Slavery: Statistics

•Number of registered house parties hosted before or during The Weekend to End Slavery: 410

•Total number of registered house parties: 531

•Additional number of registered house parties following The Weekend to End Slavery: 23

The Weekend to End Slavery: Comments

•"The ATEOS House Party campaign was one of the best collaborative efforts I think we’ve had at IJM.”

- Erica Boonstra, IJM Governmental Relations

•“ ” - Austin Graff , IJM Church Mobilization

•“ ” - Elleen Campbell, IJM Director of Justice

Campaigns

Challenges

• Long distance communication

• One blog vs. two blogs

• Delay in enabling ATEOS.com blog “Comments”

Goal 5 Accomplished: Suggestions for Movie to Movement

IJM Washington, DC Benefit: December 10 Urbana Conference: December 27 Abolition Cards AttheEndofSlavery.com discussion forum Twitter: modern-day slavery facts Awareness Partnerships: iEmpathize, Not For Sale IJM Campus Chapter Roadies

Lessons Learned

Pre-planning phone calls with Dan; agendaOrganization of blog tourConsistent posting, esp. original contentAmount of manpower behind managing blogStudents’ awareness of modern-day slaveryPassion is essential!