NEW YORK: Save the Children has partnered with The Ad Council to launch a social media and advertising campaign designed to raise awareness of the preventable and treatable causes of childhood death in the developing world.
“Our goal is to motivate Americans to support healthcare workers across the world,” said Paula Veale, EVP of corporate communications at the Ad Council.
The "See Where the Good Goes” campaign includes a dedicated website, Twitter updates, and a Facebook application that encourages users to become a part of a virtual wall of support for local health workers.
Jonathan Cohen, co-founder of social media company, YouCast, which created the campaign's social media elements, explained that the Facebook application would be shared among key influencers to promote the campaign. “We have a network of more than 10,000 influencers with a reach of 120 million and we will be reaching out to targeted segments of this group to support the campaign,” he added.
Wendy Christian, Save the Children's senior director of public affairs and communications, said the social media aspects of the campaign are about directly engaging with its target audience of American adults, and in particular mothers.
“Our research told us that our supporters wanted to do more than just write a check," she said. "We know that if people understand how donations are spent they are more likely to join the cause.”
In addition to social media activity, the campaign also features a PSA campaign created by BBDO that will run across traditional media over the next three years. The PSAs, filmed in Ethiopia and Bangladesh, will aim to show Americans that they can have a significant impact on saving and improving the lives of at-risk children and newborns by supporting local health workers.