Objective: The campaign aims to collect 1 million volunteers to pledge their time or money in support of bringing freedom to Burma and releasing political activist Aung San Suu Kyi from house arrest. Burma is officially called Myanmar by its military-controlled government, which took power 19 years ago.
Idea: During the month of May, the effort is posting a new video on Fanista every day, which features celebrities directly discussing or using skits to convey the plight of the Burmese people. Celebrities include Will Ferrell, Sarah Silverman, Jennifer Aniston, and Woody Harrelson. Natural interest in Hollywood stars should boost the "viral" spread of the videos, said Donna Gibbs, EVP of Racepoint Group.
"If your aunt or friend sends you an e-mail, as opposed to a charity, you're much more likely [to] open the e-mail," Gibbs said.
Tools: To aid viral marketing, Digital Influence Group created "badges" that supporters can post on other social networking sites to refer friends to the campaign's site, http://www.burmaitcantwait.org/. Racepoint is handling media outreach to traditional and online media outlets, including The New York Times' Sunday Style section, PopSugar, and Hollyscoop.
Measurement: The number of media hits will give a sense of the overall reach of the campaign, but Gibbs said the ultimate measure of the campaign's success will be the number of supporters that sign up. Six days into the campaign, the running tally on the site clocked nearly 40,000 new supporters.
Organization: US Campaign for Burma
Campaign: "Burma: It Can't Wait"
PR Team: W2 Group (Racepoint Group and Digital Influence Group)
Launch: May 1