INTRODUCTIONGENERAL INTRODUCTIONWhat is Amnesty International?Amnesty International is the world’s largest human rights organization that was founded in 1961 by lawyer Peter Benenson. The organization has created a world-wide movement as a mission to prevent and stop grave violations of human rights.
Among these rights, there are physical and mental integrity, freedom from discrimination, and freedom of conscience and expression. Amnesty International is independent from all governmental forms and political ideologies, and economic and religious interests. The organization does not support a specific political system and does not share political opinions of the people they protect. All actions undertaken are based on well-researched facts and serve only one purpose: to protect the human rights of those who cannot protect themselves. (NA, 2017) ”Only when the last prisoner of conscience has been freed, when the last torture chamber has been closed, when the United Nations Universal Declaration of Human Rights is reality for the world’s people, will our work be done.” (Peter Benenson, Amnesty International founder, 2017)Amnesty’s objectives and missionAmnesty’s most important objectives can be identified as preserving human dignity through human rights, and the work on protecting children, women, minorities and indigenous rights, under any kind of violence scenario. The organization also aims to end torture, get abolition of death penalties, and preserve the rights of refugees and prisoners of conscience. (I.
R. Santibanez, December 4, 2016). By telling the powerful stories of their clients, Amnesty International mobilizes millions of supporters around the world to campaign for changes and to stand in defence of activists that are on the frontline. The organization support these people to claim their rights through education and training. (Amnesty International, c 2018) Derived from the objectives of the organization, a clear mission of the organization was established: the organization is campaigning for a world where human rights are enjoyed by all without dependence on any political ideology, religion, or economic interest.
” No government is beyond scrutiny. No situation is beyond hope.” (Amnesty International, c 2018)Amnesty’s target audienceAfter analysing the main objectives, aims, and mission of the organization, we can find a connecting target audience for Amnesty. In an article about Amnesty’s marketing strategies, Mariya Tugayeva stated that the target audience of Amnesty is ”everyone”, meaning that some unique form of advertising should be used; one that takes even a mere glance to notice. (M.
Tugayeva, 2015). Amnesty also does not target a specific gender or age group. They are targeting people from all around the world to help and support global projects.
Amnesty’s target audience is partially offline and partially online – therefore they target people on social media, on their website, and with face-to-face methods. (D. Kamal, 2015; M. Tugayeva, 2015) The type of targeting differs per country. Some people are targeted by asking for a donation; other people are targeted to change something in their own country. (SOURCE) Amnesty’s competitorsOn order to find a successful content strategy, considering Amnesty’s competitors is really important. The three biggest competitors of the organization are Greenpeace, Human Rights Campaign, and OXFAM Novib. (Owler, 2017) The biggest competitor of all is Greenpeace.
However, the line between competition and companionship can be very thin in this industry – it contains all non-profit organizations; thus, the organizations are not striving for the biggest revenue. For example, Greenpeace and Amnesty International worked together to close the gap between climate change and human rights in 2015. (Greenpeace, 2015). However, profitable organizations do collaborate as well.
Here, competition tends to stay a lot bigger as the goal is on making money opposed to giving away money.INTRODUCTIONOUR PROPOSALKey term: Cross – media strategyA cross-media strategy contains a strategy used by business owners to market a business using various media. The media may be used individually or can be combined over several mediums to create a cohesive marketing campaign. (M.
Jone, c2018)Focus of our content strategyAmnesty international handles a lot of global cases from all different areas. Therefore, we chose to focus on one area that the organization deals with to build our content strategy around. This area concerns the huge number of disappearances; especially the ones in Mexico, where 26,000 people were reported missing or disappeared between 2006 and 2012. (Amnesty International, c2018.) This area is of huge importance as every disappearance violates several human rights. These contain the following:The right to…security and dignity of a personnot to be subjected to torture or other cruel, inhuman, or degrading treatment or punishment.humane conditions of detentiona legal personalitya fair triala family lifelive (if disappeared person is killed or their fate is unknown) Content of our strategyFOCUS ON ONLINE TARGET AUDIENCE, influencers that disappear, Social media temporary profile picture where you cut yourself out.
”Would you care…?’ MESSAGEPURPOSE OF THE STRATEGYThe main purpose of our content strategy is to drag more attention to disappearances in general and especially the ones in Mexico. We want to raise awareness and create extra media coverage. We are hoping that this will lead to creating pressure and will eventually lead to governmental changes in countries. MESSAGECONTENT PILLARSIn this sub-header we will be talking about different parts of the campaign.
Extended explanation can be found under the sub-header ‘channels’. We have decided to build our content strategy on four content pillars. We have decided to use four instead of one or two to make sure that our campaign will be solid and successful. EngagementThe first pillar we use is engagement.
Engagement is an effective form of spreading your campaign, once your campaign goes viral, or is picked up by a big audience, awareness will be increased massively (Corsbie-Massay, 2014). We have chosen to create engagement through social media, by using different filters regarding our topic of disappearance. InspiringSecondly, we will be using the content pillar Inspiring. The more you inspire users, the bigger the chance will be that they share your content on personal blogs, social media etc. and the bigger the chance is to be invited for interviews or speaking engagements (McKeown, 2016).
We will try to inspire people by writing blog posts on the website of Amnesty International and by writing small “blog posts” on this topic on our Facebook page. With our entire campaign we would like to inspire new customers to donate money and help make the world a better place. EmotionalThe third pillar in our campaign is Emotional.
Humans are emotional creatures and respond strongly to messages that trigger certain emotions. We will evoke these emotions by sharing stories of family members of people who disappeared. This can be very touching and makes a story with such large numbers (26.000 disappearances in 6 years) a lot more personal. We hope to make people realise how relevant this issue actually is.TrustLastly it is very important for charity organisations to be trusted by their audience. We will try to reach this by posting previous actions of amnesty on our website which have succeeded already. We will make sure we have a detailed explanation of where their money would go when they do decide to donate.
This way, there will be no confusion and customers will know where their money is spend on.MESSAGEMESSAGE/STORYThe importance of addressing this problem is also high because there are several cases in this field that get no to few media coverage. We want to create awareness for this issue as missing one of your family members or loved ones is a life-changing, scarring aspect in your life.MESSAGEEXPECTED OUTCOMEWe are hoping to create media coverage, and that this will lead to creating pressure and will eventually lead to governmental changes in countries. MESSAGEINFORMATION SOURCESMESSAGECOPY STYLE GUIDEMESSAGEDESIGN GUIDE PIECECHANNELSFOUR DIFFERENT CHANNELSYouTube26.000 people went missing in Mexico, it might shock you but will it truly hit home? Most people do not realise how big this issue is, even after hearing the numbers. That is why we want to make it more personal by using different channels. For the ‘Would You Care? Campaign’ on YouTube, we will ask daily vloggers or regular YouTubers to disappear without any announcements.
Their upload schedule will be laid still and their social media will not be used for a week. After fans have been worried and have tried to figure out what is going on, they will upload a video explaining the issue. Several YouTubers have an incredible amount of subscribers, therefore this will spread the message widely.
We are going to ask one big YouTuber of each country in Europe to collaborate with us. For England this might be Zoella (12.1 million subscribers), for the Netherlands Nikkietutorials (8.6 million subscribers), Sweden Pewdiepie (59.
9 million subscribers) and so on. FacebookFacebook will be used in many different ways. First of all Amnesty has their own Facebook page on which they post pictures, links to the articles on their website and facts. This will also be used for the Would You Care Campaign, but most importantly: there will be a campaign to change your own profile picture regarding disappearance.When the terrorist attack during a concert in France took place, many people -temporarily- overlaid their profile picture with the French flag (Telegraph, 2015). For this campaign, we would like to do something similar: after the YouTube disappearances begun you will be able to temporarily cut yourself out of the surrounding of your profile picture, leaving a black silhouette. This will suggest that you are missing and under your picture, the words “Would You Care” will appear.
By clicking on the words you will be redirected to the website of Amnesty International. By doing this, we will try to make people realise how terrible it is to miss someone close to you. That 26 thousand disappearances seem so far away, does not mean it is from less importance.SnapchatSnapchat has a function in which you can place filters on your face when taking a photo. We will apply the same ‘missing silhouette’ filter here. You will be able to send a picture of you with this filter to all of your friends or state it on your “story”, which means it will be visual for 24 hours.
(J. Hasty, 2015) InstagramInstagram has the same feature as Snapchat on which you can post a story for 24 hours. It also gives the option to follow people and to let people follow you. On the app you can post pictures and like pictures of others.
On Instagram you will be able to post your silhouette too, it will especially be highlighted on the 24 hour function, on which a filter will be available. Studies have shown that almost 85 percent of people in Europe use social media, making it is almost impossible for people to miss the Would You Care campaign as it crossed four different Social Media platforms (Globalstats, 2017). Furthermore, we will ask the YouTubers (as mentioned before) to post their silhouette picture after their ‘social media disappearance’.Amnesty International WebsiteOn the website of Amnesty International, blog posts of individual persons will be posted. You will be able to read the story of Alessia, who was kidnapped and murdered at the age of 17 or of Andreus, who has lost both of his sons. This way, someone that was once just a number is given a face and a story, making it much more emotional and personal.
There will also be news posts on what is happening in Mexico and why it is so important to stand up to this. These stories will also be posted and shared on Facebook. CHANNELSCOMPLEMENTATION OF CHANNELSIn this subheading, we will discuss how our chosen channels might complement each other.
This might have positive outcomes in our overall campaign. Youtube <-> FacebookMost of the time, a viral video does not start with the platform Facebook – it mostly starts on Youtube, where the initial video is posted. Youtube provides the user with a platform where they can share their one-of-a-kind videos. From here on, the amount of views depends on the amount of subscriptions and popularity on the platform Youtube itself.
However, this popularity can be expended when a video is shared with the special ‘share-button’ on the website. Here, a user can easily share the video on other platforms – among them is Facebook. Now, the user creates a ‘new’ post in which the video can be reposted. Another audience now is able to view this video and the popularity of the video will increase.
Here, Facebook complements YouTube regarding the increase of popularity. Also, it might happen that through Facebook, the viewer discovers a video or ‘vlogger’ and therefore goes to youtube to find it, him, or her. Here, Youtube complements Facebook the other way around. Facebook -> InstagramAs many people started sharing more photos on Instagram instead of Facebook, Mark Zuckerberg made a kind offer towards the owner of Instagram – he finally bought the application for one billion dollars. (SOURCE).
Here, Facebook and Instagram got more opportunity to work together and to complement each other. Facebook complements Instagram by connecting accounts among these two different platforms. Namely, creating an account on Instagram has never been easier before since you can just sign up by connecting your Facebook account to your Instagram account. This means that users of this matter can see when a ‘friend’ on Facebook connected his or her account; this makes it easier for Facebook friends to find each others’ accounts on Instagram. Instagram -> Facebook, Snapchat, Amnesty’s websiteMost influencers on Instagram have a lot of followers.
Instagram provides them with their audience and possible advertisers. Therefore, it is important for influencers to have their contact information in their description, just in case a client looks for a sponsorship or product placement. Here, they mostly put their Snapchat name, Facebook name, and a website. Therefore, Instagram could also stimulate Amnesty’s website.
Amnesty International’s website -> Facebook, Instagram, SnapchatThe current Amnesty International website already contains features that create opportunity for social media platforms. For example, it is possible to click the ‘tweet now’ button. Here, we also think that it will be possible to let our campaign and thus channels be referred to via the organization’s website. Therefore, the Amnesty International website could increase the popularity of our campaigns on social media. Moreover, it is also possible for our social meida chInstagram is owned by facebook and is mostly connected to each other via profiles. ”your facebook friend X is now on Instagram as…” Videos are posted on youtube, and go viral after being shared on Facebook.
Youtubers post shortened videos of their full youtube video on instagram so that people will take a look at it. Influencers have their social media contacts in their bio. Amnesty’s website has a share button. ”Tweet this now”. CHANNELSGROUP MEDIAIMPLEMENTATIONCONTENT CALENDERIMPLEMENTATIONBUDGETCosts:Common profile filter on facebook Common filter on Instagram and SnapchatHaving someone design the Silhouette featureEmployeesDesign team Copyright for this campaign Free promotion:Writing on the website of Amnesty InternationalPosting on FacebookBeing Shared on social mediaWord of mouthThe help of big influencers* Further user generated content* When Youtubers collaborate with brands, often a high fee is charged. However, in the past we have seen several charity campaigns in which Youtubers, for example for RedNoseDay (Waldorf 2017).
We know for a fact that it is possible to get Youtubers to collaborate with us and as we only need ONE big Youtub