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Campaigning: Part 1 Social Media for Social Justice: BE AWARE.

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Presentation on theme: "Campaigning: Part 1 Social Media for Social Justice: BE AWARE."— Presentation transcript:

1 Campaigning: Part 1 Social Media for Social Justice: BE AWARE

2 “By standing in solidarity with the world’s poor, you are offering them the chance of freedom. Caritas Australia believes that poverty, hunger, oppression and injustice make it impossible to live a life of dignity. Stand up and have your voice heard, so the world’s poor can too. Take action.” Why social justice?

3 “The LORD loves righteousness and justice; the earth is full of his unfailing love.” Psalm 33:5 “Learn to do right! Seek justice, encourage the oppressed. Defend the cause of the fatherless, plead the case of the widow.” Isaiah 1:17 Why social justice?


5 It is the greatest tool ever invented to mobilise resources in times of need and as a catalyst to galvanise seemingly unrelated people behind a common cause or issue. Why social media?

6 Stay in touch with friends Keep up on the latest news Express ourselves …What about for social change? What do we use it for?

7 1) 2008 Presidential Campaign Barack Obama – Presidential Campaign, 2008 In early 2007, Barack Obama was a one-term senator with a funny-sounding name and less than 10% brand recognition. Eighteen months later, Obama went on to raise more money than any other presidential candidate in U.S. history, ultimately landing him the title of 44th President of the USA. How did he achieve this? Brilliantly executed marketing campaign that leveraged social technology and grassroots support in ways his competitors hadn’t even considered. Dominated YouTube: over 20 million views Claimed the most popular fan page on Facebook: 2.5 million fans vs. McCain’s 625,000 at the time Broke down barriers with his social media-friendly campaign website that bestowed genuine, in-action photos, videos, and issue-oriented calls-to-action upon its visitors daily. The power of social media

8 Haiti 2010 On January 12th Haiti suffered from a 7.0 magnitude earthquake, killing 220,000 and destroying 250,000 residences and 30,000 commercial buildings. Nearly immediately, Facebook and Twitter launch communication and fundraising support campaigns. The American Red Cross collects $7 million dollars in 24 hours by allowing people to make $10 donations using their cell phones. The power of social media

9 Kony 2012 On March 5th the organization Invisible Children launched an online video designed to start a social movement against African cult and militia leader Joseph Kony, an indicted war criminal. The campaign's stated goal was to have him captured and removed from power by the end of the year. The video went viral: reached 100 million views in six days most "liked" non-profit on Facebook with 3.1 million "fans." The power of social media

10 But because of this power… And the ‘crowd mentality’ that can arise when events happen… We need to be careful and exercise caution. Often want to ‘get stuck in’… But what are you putting your voice to? What is the issue? What do you really think? DON’T JUST BE A SHEEP!!! Step away from your device!

11 “Do we help the poor if we do not ask why they are poor?” Dom Helder Camara Be Aware

12 Raise important questions and problems Gather and assess relevant information Come to well-reasoned conclusions and solutions, testing them against relevant criteria and standards Think open-mindedly within alternative systems of thought, recognizing and assessing, as need be, their assumptions, implications, and practical consequences Communicate effectively with others in figuring out solutions to complex problems, without being unduly influenced by others' thinking on the topic What does ‘Being Aware’ look like?

13 Stage One: The Unreflective Thinker (we are unaware of significant problems in our thinking) Stage Two: The Challenged Thinker (we become aware of problems in our thinking) Stage Three: The Beginning Thinker (we try to improve but without regular practice) Stage Four: The Practicing Thinker (we recognize the necessity of regular practice) Stage Five: The Advanced Thinker (we advance in accordance with our practice) Stage Six: The Master Thinker (skilled & insightful thinking become second nature to us) Be Aware – it’s a journey!


15 Pinterest – ‘social justice’ boards

16 Twitter

17 Subject-specific, fact-based websites

18 Community events and lectures

19 Watch the news/read the paper, including investigative journals (e.g. Crikey). Watch political satire programs such as ‘Mad as Hell’. Never be afraid to ask questions, including difficult ones. Read, read, read (and always try and go back to the source: it's good to read secondary sources (e.g. what journalists say about something), but it's always better to hear the original (i.e. what was actually said). Talk, talk, talk. Other ways of getting informed

20 Campaigning: Part 2 Social Media for Social Justice: BE A VOICE

21 Each one serves a different purpose, and some of them, a specific audience. \ Which tool to use?


23 Likes and shares Comments – good for discussion BUT need to know how to react when get negative comments Facebook

24 How to make Twitter work for you


26 Blogs …. Intranet … Instagram … Other tools: what can you use in your school?

27 #BullyMovie A documentary was created called “Bully” which showed childhood bullying at its worst. The goal of the campaign was to drive awareness and build a community against bullying. They set themselves the task of creating an organic trending topic (#BullyMovie) in one day. This means 1 million tweets were needed, containing the hashtag to make it trend on Twitter. The core message of the film was that 13 million children in America were being bullied each year with three million of those children avoiding school because of bullying. With the help of a 17 year old high school student Katy Butler, her community grew to nearly 500,000 and helped #BullyMovie achieve 1 Million tweets in a 24-hour period. How to make change happen

28 Mission: To end child slavery - one bottle at a time. To empower everyone with the belief that they can change the world, no matter who they are, where they live -- or how old they are! Results: Raised over $100,000 Film being made Lots of promo “Compassion is not compassion without action (it's just feeling sorry for someone).” Make A Stand

29 GathrGathr: generates engagement around the topic and gets the word out about an event. How does it work?: Anybody has the option to champion am event in their town and then gather their tribe. Alternatively, you can find a proposed event on and support it. 100 tickets have to be "pre-ordered" to "tip" the event to happen by a certain date. If not enough tickets are "sold", nobody will be charged. ThunderclapThunderclap: instead of sending individual tweets, you can pool hundreds of tweets and then send them all out at the same time on the same hashtag from hundreds of individual Twitter accounts. How does it work?: You simply go to Thunderclap, agree to join the cause and give permission to be part of the "Group Tweet" (or set up your own). A certain number of required tweets is set at the get go; if not enough people sign up, the Tweet won't be sent (or might be sent when the critical mass has been achieved). With enough "thunder", it might be possible to get a topic to even trend on Twitter. Facebook is also part of it. Making noise: Gathr & Thunderclap


31 Which campaigns?


33 Levels of engagement

34 Be aware before getting engaged Know your audience and the best tool to use for your message Keep going deeper! Remember there is always another pathway for engagement… Conclusion

35 Last updated April 2014

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