Building a Better Response Category: Campaign, Education, Social Media
Sector: Social MediaCampaign and Education
Organization: International Medical Corps, Concern Worldwide, the Harvard Humanitarian Initiative, US Agency for International Development
Requirement: To develop a social media campaign for the launch of Building A Better Response (BBR). Created by a consortium of international emergency response groups that included the International Medical Corps, Concern Worldwide and the Harvard Humanitarian Initiative — funded by the US Agency for International Development, BBR is a free low-bandwidth online training tool for first responders. BBR is designed to build the knowledge of NGO workers and other humanitarian actors in coordinating international relief efforts, building capacity in local organizations, explaining funding and detailing universal humanitarian principles.
The turner4D team designed a full social media campaign, developed social media content, built lists of social media influencers in related subjects, and used all corresponding channels of social media to drive people to the BBR site and register for the class. This was achieved by coordinating efforts on multiple platforms and working with organizations across many sectors, using specific hashtags, and trackable links. Also using our own social media networks via Dr. Alan Rosenblatt (@DrDigipol with 40,000+ Twitter followers) and Feminism 2.0 (with 17,000+ Twitter followers), Turner staff were able to coordinate an effort that was directly targeted at the desired audience and beyond. This raised awareness of the BBR campaign and drove traffic to the website, buzz on the internet, and registrations for the class.
Within three weeks these tweets reached over 390,000 Twitter accounts and the message was seen on Twitter more than 1.6 million times. This resulted in more than 5,300 independent visits to the site and 2,017 registrations. The campaign reached 148 countries with the largest impact in Africa and Europe.