Peter Mackler Award for Courageous and Ethical Journalism Category: award ceremony, free press, journalism, Social Media


Sector: social media campaign, free press, journalism, award ceremony.

Organization: Peter Mackler Award for Courageous and Ethical Journalism

To develop strategy and employ social media to raise awareness in target communities and regions of the world about the upcoming annual Peter Mackler Award ceremony. This included highlighting the values of the award: free press, journalism, Pakistan and women in media. The goal was grow awareness of the award, increase ticket sales to the event and promote the award winner’s work. Created in 2009, the Peter Mackler Award honors reporters and editors who have demonstrated a commitment to fairness, accuracy, speaking truth to power and a matching commitment to asserting the right to publish or air stories in countries where independent media is under threat.

Operating across several social media platforms, the turner4D team designed an international campaign to draw in all those involved in the international and national journalism community, media, influencers, and organizations that support the award’s mission. This was achieved by coordinating efforts on multiple platforms and working with partner organizations such as Agence France-Presse and Reporters Without Borders, as well as scores of other journalistic, non-profit and media partners in the United States and other countries around the world using specific hashtags and trackable links to ensure accurate metrics. Hashtags and posts were directly targeted to tap into pre-existing dialogue on related issues. Turner’s social media outreach at the hyper-local, state, national, and international levels, combined with our pinpoint-accurate targeting of vital influencers on social media significantly raised awareness of the Peter Mackler Award, drove big traffic to the right social media accounts, website, generated buzz on the internet and led to great turnout for the event itself.

The turner4D team’s production of weekly content for the Peter Mackler Award’s social media channels, and our team’s attendance and live-tweeting of the award presentation event from the Peter Mackler Award Twitter account/@Fem2pt0 (18,000 followers)/@DrDigipol (over 40,000 followers) led to impressive results. In the space of just over one month (from September 16 through October 29, 2014) Turner generated targeted social media post resulting in 42,200 impressions by 23,600 users on the Peter Mackler Award Facebook account. Additionally, since the turner4D team started engaging and tweeting followers of the Mackler Twitter account increase by 117. This nearly doubled the total number of followers since the creation of the account in 2012. Above all, the Turner campaign further solidified the Peter Mackler Award’s reputation around the world as an important organization in promoting and encouraging courageous and ethical journalism.