Whilst the internet was meant to be a
tool that liberated information, in reality, this remains an unrealised goal
for many people around the world.
To highlight the growing issues of
online censorship and surveillance and to draw the world’s attention to World
Day Against Cyber Censorship (WDACC), AdBlock’s platform became a Trojan horse
that saw this campaign reach 330
million people in 48 hours, with the message of cyber freedom being seen more
in China and Russia than any other countries in the world.
Some of the world’s most recognisable
names in the ongoing fight for freedom from censorship and surveillance were
recruited to tell their stories in their own words – Edward Snowden, Russian
musician and anti-government activists Pussy Riot, and Chinese dissident Ai
Weiwei. This standout content talked directly to some of the most important
issues in markets where Amnesty International usually struggles to be heard,
reaching millions of people who would usually not see them. From there, the messages
were organically shared through social networks at a far higher rate than
Amnesty would usually see.
A whopping 70% of campaign traffic to
Amnesty’s website were first time visitors – an unprecedented level and it has
been ascertained that in the month following the campaign 52% of those
first-time users have returned 4+ times, an enormous new following for Amnesty
and perhaps the campaign’s most important outcome.
Whilst not an exact science, Amnesty International subscribe to the E-Consultancy ‘Building a Commercial Framework for Earned Digital Reach’ approach – at its simplest, a value of $0.02/unique consumer reached. With this campaign reaching 330,000,000, total earned media for a campaign that spent $0 on seeding was $9.9 million, a minimum ROI of $495 for every $1 spent. For a charity whose focus is driving reach of message and value for investment, this was a huge result.