MALARIA NO MORE How to raise the profile of a malaria awareness campaign using social media?
B ACKGROUND INFORMATION Ray Chambers and Peter Chernin founded Malaria No More charity in 2006 The charity is determined to end malaria deaths in Africa by 2015 Ray Chambers is currently the UN Special Envoy for Malaria http://www.youtube.com/watch?v=r1QjYilI U1E&feature=player_embedded
S TRATEGY Recruit celebrities as UN Malaria Social Media Envoys to raise awareness Use persuasive tweets and Facebook posts to encourage donations
C ELEBRITY POWER Ashton KutcherAshton Kutcher, actor Anderson CooperAnderson Cooper, CNN anchor Shaquille ONealShaquille ONeal, NBA athlete Gates FoundationGates Foundation, private foundation
TWEETS AND FACEBOOK POSTS Nothin but net, baby Save someones life. http://bit.ly/aDaKVuhttp://bit.ly/aDaKVu Every 30 secs a child dies of malaria. Nets save lives. Support World Malaria Day: http://bit.ly/30Io8http://bit.ly/30Io8 On World Malaria Day, a $10 mosquito net can protect a family as they sleep. Please donate! http://bit.ly/30Io8 http://bit.ly/30Io8
R ESULTS Over 28 million people were reached over Twitter and Facebook. 1 tweet could raise over $200 million to protect 25 million people, mostly children.
L ESSONS LEARNED Promote benefits of cause in a using a persuasive message through the channels the audience value. Donors must have an in-depth understanding of malaria. Provide a direct link to the charity for donation purposes. Celebrities with the largest number of followers are the most effective.