Five of our favourite digital charity campaigns of 2017

Tereza Litsa
Digital Engagement Manager
20 Dec 2017

As we’re approaching the end of 2017, we decided to look back at the digital charity campaigns that stood out for us this year. What they all have in common is that they are unique, creative and use social media to promote their message and raise awareness of their cause.

Here are our favourite digital charity campaigns of 2017:

1. One Day at GOSH

Great Ormond Street Hospital created #OneDayatGOSH to give us a glimpse of a day at GOSH for patients, families, staff and volunteers. It was filmed over 24 hours and uses authentic storytelling and visual content that was shared across their social networks on one day in March, every hour on the hour. The landing page collates all the powerful stories and invites people to support their campaign. This is a great example of how authentic stories can lead to successful social engagement and new donors.

2. WaterAid – Untapped

This winter, WaterAid invites us to explore Tombohuaun, a village in Sierra Leone that didn’t have access to clean water. The campaign uses 360 video and authentic storytelling to bring us closer to the village and the residents’ daily struggles. There’s also an interactive element with a quiz where Matu, one of the villagers, will give you a nickname to match your personality.

3. Breast Cancer Now – Wear It Pink

Breast Cancer Now held their annual wear it pink day in October and this year they decided to focus on personalisation. They created personalised videos for supporters who used the hashtag, increasing the engagement and the reach of the campaign. This was a great way to not only acknowledge their support, but also to make their supporters feel special.

4. Cyrenians – Alex, the Facebook bot

Cyrenians, the Scottish charity who work with the homeless and vulnerable, have created a landing page and a Facebook bot for a character named Alex to talk about family exclusion and homelessness. Alex’s character is based on real experiences and was created to increase awareness of homelessness and the work of the charity. This is a creative way to involve the latest digital trend of Facebook bots to reach a wider audience and highlight the organisation’s work.

5. NSPCC – #StopSpeakSupport

NSPCC’s campaign ‘Stop Speak Support’ was launched to raise awareness of cyber bullying and hopes to encourage young people to talk about and report any incidents they come across. It’s part of The Royal Foundation’s Taskforce on the Prevention of Cyberbullying, and the NSPCC worked with a panel of young people to develop a campaign to encourage other young people to take three simple steps when they see bullying online – stop, speak, support. The design and language is perfect for their target audience, ensuring that it reaches and engages them in the most effective way.

What are your favourite digital charity campaigns of 2017? Tweet us @Lightful.

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