Best of the Social Platforms in 2010

It’s no surprise that social media has been a game changer for cause marketing in recent years.  There are thousands of causes, non-profits, marketers and individuals, that have used various platforms to get conversations started.  Here's a round up of a few of my winners this year in the HIV/AIDS category. 

Twitter

In collaboration with (RED) Twitter encouraged users to incorporate hashtags such as #red, #worldaidsday and #hiv.  Using these hashtags changed the color of the text of users’s tweets to red. Half a million members chose to participate in a single day, not only encouraging conversation, but creating visual documentation of participation.  

Honorable  Mention:

The Digital Life Sacrifice Campaign,

Led by Alicia Keys, several celebrities, including Lady Gaga, Kim Kardashian and Justin Timberlake, pledged to silence themselves on all social media outlets (primarily Twitter) until $1 million had been raised for the Keep A Child Alive fund. 

No matter how self absorbed or narcissistic this campaign may have seemed, the bottom line is that it got a lot of attention, raised a substantial amount of money and started conversations on a monumental scale.  The reason it doesn’t top my list, however, is because most of the conversation that was generated revolved around the individual celebrities and their Twitter accounts, and not about HIV/AIDS as a global epidemic.  #nicetry.

Foursquare

Badges!

In 2010 for the first time, Foursquare teamed up with various organizations to offer badges to users who were involved in the HIV/AIDS conversation. 

“GYT: Get Yourself Tested Campaign”:  Collaborating with MTV, Foursquare awarded a badge to members who “checked in” for an STD test during the month of September.  The campaign encouraged open communication regarding sexual activity and STDs. 

“Where are We on World AIDS Day?”

On World Aids Day Foursquare responded by offering members the ability to find local HIV services, events and testing centers.  They also offered a limited-offer badge for users who checked in and mentioned #turnred at any location.  The effort was in collaboration with (RED), in their attemp to “Turn the World Red”.  

 

Flickr

“Facing Aids” Campaign

Together with Aids.gov, Flickr asked users to print a PDF inscribed with the words “Facing Aids”, and an additional phrase of their choosing, and incorporate it in a photograph to share with the world. 

Facebook

With Facebook being the most visited website in the United States in 2010, it would be silly for cause marketers not to tap into the rich resource.  However, I had a hard time pegging down one single campaign that had utilized Facebook better than all the rest.  I had to give this one to Project (RED) as a whole.  In addition to using Facebook as the primary platform to raise awareness about the project, (RED) has had a substantial presence on the social media website, boasting 671,076 (as of 12/31/10).  The organization has launched several campaigns via Facebook, including The Lazarus Effect documentary (in conjuction with HBO), their Shop(RED) products, the (RED)Nights concert series, and their Turn(RED) profile picture campaign.   (RED) is also my overall winner in terms of social media usage.  The organization has promoted its message and effectively utilized several platforms including Twitter, Foursquare and Youtube.  

The participation has been incredible this year.  Social media has driven conversation, raised awareness, generated funding and increased participation like never before. 

Hopefully in the upcoming months we’ll see more campaigns that don’t only pick up steam on December 1^st, but year round.  Can’t wait to see what 2011 brings! 

UNAIDS: A Year in Review

Michel Sidibe, Executive Director of UNAIDS.  Click here for full report.

In case you don't have time to read the 364 pages of the UNAIDS 2010 Global Report, check out the article posted on their blog today; "UNAIDS- A year in review".  Some of my highlights from the highlight:

The Good:

• The rate of new HIV infections has been reduced by nearly 20% in the past 10 years

• AIDS related deaths have been reduced by nearly 20% in the last five years 

• Globally, the total number of people living with HIV has stabilized.

The Bad:

• 2010 was the first year resources for the AIDS response did not increase, with donor disbursements lower in 2009 than in 2008.

• Demand for antiretroviral treatment still heavily outweighs the supply and availability of the drugs

The Noteworthy:

• 2010 has been marked with several major scientific developments, including the CAPRISA study, the IPREX study and the "Berlin Patient" case (see video). 

• The UNAIDS board adopted the "UNAIDS strategy 2011–2015" with the intent to revolutionize HIV prevention, catalyse the next phase of treatment, care and support, and advance human rights and gender equality.

See the detailed timeline, for the UNAIDS Year in Review.

I Am Because We Are

A very dear (and very smart) friend recently recommended that I watch “I Am Because We Are”, the documentary produced and written by Madonna about HIV/AIDS and the crippling effects that the epidemic has had on Malawi.  I have to admit I had heard a lot about this film, but I was hesitant to watch it because I didn’t know whether I would be able to withstand an hour and a half of Madonna’s semi-British accent.  Luckily, however, narration was kept to a minimum and it was easy to see why this film has been so well received. The documentary does more than simply highlight the effects of poverty and the unrelenting spread of HIV/AIDS; it challenges the audience to actually do something to help.  The information is smart, relevant and is really well presented.  It’s a deep dive into the vicious cycle of poverty, sickness, violence, the lack of education and deep seeded traditional customs.  

 The problems that people are facing on the other side of the world are not exclusively theirs. They are ours- and we cannot continue to accept and ignore such rampant suffering.  I truly believe that it is our responsibility to help people who may not be able to help themselves, whether that means through aid and support, or simply taking the time to actually learn about what is happening around the world. 

“We are all children of the world, and we are all responsible for one another.”  

-I Am Because We Are.