In the lead up to the Beijing Olympics Amnesty International Australia embarked upon a successful social media campaign. Fi Bendall, one of the campaign architects explains how it worked.
Campaign: Chinese Internet Censorship
Agencies: Care Network, Bendalls Group, dgmAustralia
Amnesty International set the challenge of how they could leverage social media to create a debate confronting issues around Internet Censorship in China, which would educate and engage online communities.
There were hard metrics set in terms of benchmarks, volume of conversations that would demonstrate share of voice and share of mind. Further benchmarks included the number of content pieces published and number of resultant actions, such as signing up to the Amnesty International Chinese Internet Facebook cause, driving traffic to the uncensor.com.au campaign web-site, joining the online Day of Protest and attending the Tear Down The Great Firewall of China protest in Martin Place, Sydney.