With commercial enterprises successfully utilising social media to strengthen their brand recognition and to engage more effectively with consumers, some global charities have decided to follow suit by creating online campaigns and content to get their message across to as many potential supporters as possible.
This year’s World Hunger Day saw charities using Twitter, Facebook and Instagram to promote their causes and gather further support. A campaign initiated by The Hunger Project UK called #BelowTheLine, challenged people to live on £1 a day for five days. Individuals taking part uploaded images of the meals they’d prepared on Instagram, and shared their recipes on twitter.
According to Global Poverty Project UK country director Stephen Brown, it certainly raised awareness of the problems of global hunger, because people were actively engaging in the issue by trying to live as if they were attempting to survive on the poverty line.
“There aren’t many fundraising campaigns that are so closely linked to the issue you’re trying to change or eradicate,” said Brown. “What social media allows us to do is capture people’s experiences and for people taking the challenge to share their thoughts and experiences of living below the line… Lots of people come to the challenge because they’re foodies and want to see how they can eat on that small amount of money, so they take photos of their food, they post recipes, and talk about how hungry they are.”