Best Advocacy Social Media Campaign

Each year, more than 2 million children don’t live to see their 5th birthday because of diarrhea and pneumonia. Many of these deaths can be prevented through the simple habit of regular handwashing with soap. There is consistent evidence that handwashing with soap at critical times can reduce diarrhoeal risk by about 45%.

1. Facebook application to pledge: this sat at the heart of the campaign, and was optimised for social – every pledge had built in word of mouth so whenever someone pledged it appeared in their newsfeeds, and called on their friends to pledge too. The application explained where and how each and every pledge would help one more child with hygiene education. Facebook fans experienced more interesting, relevant content (video) when landing on the pledge application.

2. Special Facebook content: geared to driving pledges by posting pledge tab link in every piece of content. Each piece of content focused on finding new angles to talk about the pledging including; numbers reached, target numbers, what the pledges will do, who the pledges would help

3. Sponsored stories: the most engaging content on the page was developed for sponsored stories
Facebook adverts: Adverts were aligned to organic content. All adverts focused on driving pledges via direct links to tabs. The pledge CTA was the focus for the advertising campaign.

Contributors:

Account Director:	Tyler Munoz
Account/Project Manager :	Shruti Subramanian
Delivery Lead:	Sudhir Padavu Shenoy, Ashish Khanduja
Project Manager:	Yogita Sood
Art Director:	Joel Sow, Daniel Portuga
Copywriter:	Brandon Lee
Technical lead:	Suresh Kumar Varupula
Information Architect:	Angelica Backstrom, Sonica Singh
Technical Architect:	Saurabh Garg
Development Lead:	Vikas Kumar

SAPIENTNITRO

Location: USA