SOCIAL CAMPAIGNING AND THE SOCIAL MEDIA: CREATING NEW NETWORKS FOR A NEW GENERATION Shobaz Kandola Australian Country Director, Global Poverty Project

VISION - a world without extreme poverty within a generation MISSION - to increase the number and effectiveness of people taking action to end extreme poverty

We target those who want to believe a world without extreme poverty it possible, but don’t quite know how that would happen. Studies on members from the public who hold such an attitude reveal this is around 30-40% of the population. Demographically, they tend to be culturally mainstream, around years old.

Challenges: – Time poor – Information overload – Busy How do you grab attention so you can place your issue at the forefront of your target audience?

GLOBAL CITIZEN uses four pillars to ensure it is as powerful and effective as possible: Engaging and informative educational content: providing users with the knowledge and resources to become advocates for change on issues related to extreme poverty. Encouraging effective action: encouraging meaningful actions on these issues, such as fighting malaria or HIV/AIDS. Providing appealing rewards: rewarding action, like learning, advocating and donating, with points, that can be redeemed for rewards. Building a thriving community: creating meaningful conversations, connecting global citizens with each other and the best organizations working to end extreme poverty.

SARAH’S STORY

CONCLUSION Social media campaigning is not that different from grassroots campaigning, it just allows more creativity and larger reach. It’s not a magic bullet but rather one important tool amongst many.