We thought that it’d be good to let you all know how we here at Bright One use the internet to reach out to people, so we’ve made the below Bright One Online guide(using the excellent online tool Prezi). It shows you where you can find and connect with all of Bright One on the internet, and keep up-to-date with what we are up to. To watch the guide you can either navigate through it manually (by clicking on the arrow which takes you through each point) or hover over it until you see “autoplay” and it will take you through it..

You can find the links to all our online presence below…don’t be shy, come and find us!

]]> http://brightone.org.uk/bright-one-online/feed/ 2 http://brightone.org.uk/case-study-world-visions-week-for-children/ http://brightone.org.uk/case-study-world-visions-week-for-children/#comments Thu, 11 Jun 2009 17:18:20 +0000 benmatthews http://brightone.org.uk/?p=731 This is a guest post by Ken Punter, Digital Media and Publications Manager, World Vision UK. To participate in World Vision’s Week for Children and become one of the 5,000 Britons to sponsor a child please visit www.worldvision.org.uk or call 0800 501010.

World Vision launched its first national Week for Children on 8th June with an urgent appeal for 5,000 new child sponsors. Five is very much the theme of our campaign, with over 5,000 children in need of sponsorship in five sub-Sahara African countries that have amongst the highest child mortality rates in the world. This is largely due to the five main killers of under-fives: malaria, HIV and AIDS, pneumonia, measles and diarrhoea.

We are aiming to raise awareness of the nine million children who will die from preventable illnesses this year. 99% of these avoidable deaths will occur in the developing world, so we are urging members of the public to give just a little to make a huge difference to the lives of children and their communities.

A large part of the initiative was to increase awareness of the campaign. In additional to our outreach to national and regional print and broadcast media, we used a number of digital channels to communicate our message.

People would be communicating to their friends and peers as potential sponsors, whether through word of mouth, blogs or Facebook, who may then pass on the information to other potential sponsors. In addition to the Facebook fan page that has videos and images, we also created a YouTube and Flickr channel to increase visibility on arguably two of the most popular sites in the world. These sites also make it easier for readers to share the information and provide an interface many are perhaps more familiar with.

Twitter and Facebook allowed us to increase our interaction with supporters. Most importantly, it allowed our messages to be spread more effectively. Through these channels, we are also able to acknowledge and thank those who helped spread the message.

Blogger outreach is seen by many to be a fundamental tactic when creating any digital campaign and we took a relatively conservative approach even though we felt that our information could be relevant to many blogs. Initially we identified several blogs who we felt were a good balance between influence and relevance to our campaign.

Throughout we asked the questions: have they written about World Vision in the past? How likely were they to write about this campaign? This allowed us to concentrate and build relationships with a small number of bloggers. We continued with this organic approach to blog relations through the Week for Children, only approaching those bloggers who reached out to us via Twitter or Facebook.

When looking at any type of communications campaign, we always look at how digital tactics fit in with offline tactics and “real world” activities – we believe that they should always work together and not in silo. To this end, every piece of content created is related or repurposed for use online, via the offline media or in the “real world” with each tactic driving traffic or interest to the other.

For instance, we partnered with Channel 5 for a series of reports on the five killers of children under five in Zambia and Mozambique, to be broadcast during the 5 o’clock news slot throughout the Week for Children. Channel 5’s news correspondent, Jonathan Samuels, met with mothers who have lost children and looked at how simple interventions are saving lives and transforming communities. This was communicated to both our Facebook Fans and Twitter followers, who then spread the message to their friends.

Social media tactics can go some way to helping improve the reach of a campaign. Facebook Fan Pages, blogger relations and Twitter can help you build a relationship directly with supporters and key opinion leaders. However, only by combining the digital tactics with traditional communications tactics could we optimise our campaign.

To participate in World Vision’s Week for Children and become one of the 5,000 Britons to sponsor a child please visit www.worldvision.org.uk or call 0800 501010.