A Powerful Campaign

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CARE is a humanitarian organization fighting to end global poverty. The organization focuses on helping women in poverty stricken areas gain power to escape these communities. CARE focuses on improving basic education, preventing HIV, increasing accessibility to clean water and providing economic opportunities while protecting natural resources for poor communities. CARE also services victims of war and natural disaster through rebuilding.

CARE believes by teaching women self-help and addressing discrimination it’s possible to make a difference. CARE takes on the global responsibility of serving the poorest communities by strengthening their power to eventually eliminate global poverty.

Teaming up with other nonprofits

CARE teamed up with ONE, Fathom Events and the U.N. Commission On The Status Of Women to help the global fight for women’s rights. Together, these organizations coordinated an event held on March 5 in honor of International Women’s Day: A Powerful Noise Live!

A Powerful Noise is an acclaimed documentary about women changing the world. The feature focuses on three women from Mali, Vietnam and Bosnia and their struggles and triumphs. After the exclusive screening of the documentary, top experts and celebrity activists led a panel discussion about women’s rights in third world countries. Among the panelists were Christy Turlington Burns, Nicholas Kristof, Dr. Helene Gayle, Madeleine K. Albright and Natalie Portman. 

The documentary was open in select movie theaters nationwide, making it accessible for a large audience to spread awareness. A Powerful Noise Web site allowed Web goers to submit questions they wished to be answered during the panel. The team of organizations thought clearly and consistently on who their audience was and properly tended to everyone.

Also included on the website was a widget to help spread their message on social networking sites such as Facebook, MySpace, your blog or Web site. Now they’re thinking in terms of viral marketing, clever.

Not to mention press kits, posters, logos and event planning guides were available for download on the site for humanists willing to disperse. These organizations did a great job publisizing, creating knowledge and spreading awareness of their cause and event. They also succeeded at maintaining their audience’s interest through the event and celebrity appearances.

Using Twitter to raise money

CARE hosted a four day “Tweet-a-thon” fundraising event in March. It was technically the first ever sponsored “Tweet-a-thon.” The campaign honored International Women’s Day and the upcoming event A Powerful Noise Live! Each tweet unlocked a 10 cent donation to CARE. All one had to do to generate a donation was include the hash tag #apowerfulnoise after a supportive message. For example:

I support empowerment of women worldwide with this tweet. Each tweet raises 10 cents for CARE. #apowerfulnoise

The “Tweet-a-thon” fundraiser was successful, raising $2,800. This tactic accomplished a few objectives: raising awareness and money. Results made such a splash, the entire campaign rests at the top of all search engine optimizations in news articles and blogs. Overall, the campaign to raise awareness and money for the cause of women’s rights was a success.

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Filed under PR Campaigns

Tags: A Powerful Noise, Publicity, Twitter, viral marketing