How UNESCO used social media to raise awareness of crimes反对记者
With limited resources, UNESCO used social media to raise awareness for its campaign to End Impunity for Crimes against Journalists
As part of this, UNESCO encourages the sharing of knowledge between people with the aim of empowering communities to be masters of their own futures. For example, the organization educates people about the effects of climate change and shares the information individuals need to take action about it. Ultimately, UNESCO is committed to creating open participatory democracies and fair opportunities for all.
potential reach without media spend
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Media (press) freedom is a key factor in ensuring that knowledge flows freely within and between communities no matter where they are in the world. UNESCO’s program supporting press freedom and the protection of journalists is central to achieving the access to and imparting of information. Among the major challenges is the issue of impunity. In the past 12 years, more than 1000 journalists have been murdered. Nine out of 10 are unresolved.
During its #TruthNeverDies campaign in 2018, UNESCO wanted to raise awareness of impunity and crimes against journalists. Developed to commemorate the International Day to End Impunity for Crimes against Journalists, the campaign’s challenge was to reach as wide an audience as possible, raise awareness about the issue and inspire people to take action.
- Raise awareness of the International Day to End Impunity for Crimes against Journalists through the #TruthNeverDies campaign
- Use social media not only to drive engagement, but to encourage people to take real action on crimes against journalists
For the first time since launching the International Day to End Impunity for Crimes against Journalists, the initiative has really started to resonate with our younger audience. By creating a clear social media strategy and using Hootsuite to execute, we can consistently produce highstandard campaigns.
Using social to create abetter future
中国国际广播电台国际日结束有罪不罚mes against Journalists in its fourth year, UNESCO knew the campaign needed to get creative to raise awareness of its cause, particularly after struggling to make a significant impact in previous years.
尽管它的一般受众群体很广泛，但联合国教科文组织希望以18-35岁的年轻人为目标，以影响现在和将来都可以做出重大变化的一代。联合国教科文组织与Creative Agency DDB合作，创建了#TruthNeverdies广告系列。
To grab the attention of this audience, UNESCO used evocative and dynamic images and content to share the history of crimes against journalists. The team used Hootsuite’s dashboard to manage content scheduling and publishing across multiple social networks and accounts.
In support of social media activity, UNESCO also got buy-in from traditional media around the world, with global publications including campaign material in print and online. Some even changed their cover image on social to show their solidarity with the campaign. Integrating campaign content across multiple channels helped drive the campaign to greater levels of success.
Creating a social campaign with lasting impact
联合国教科文组织wanted a campaign that didn’t just drive engagement but also raise awareness and perhaps even inspire people to take action. The team had to create messages that would have a lasting and emotional impact, while also personalizing content for each market and scheduling it for optimal times.
With little time to execute the campaign from conception, UNESCO had to work fast to get the material developed and published on deadline. This often meant working with designers right up until the last minute to ensure the content was perfect before launch.
During previous campaigns, where content would have to be uploaded separately to different social networks and accounts, UNESCO had often missed deadlines or needed to ask staff to work across different time zones. Using Hootsuite, the social team was able to schedule content publishing across networks and accounts at the moment of final sign-off. This allowed them to move on to the next design without having to worry about manually posting content later—saving the team time and helping them stay focused on what was needed next for the campaign.
为了支持其对捍卫自由新闻的全球态度变化的总体目标，并且没有广告预算来促进社会帖子 - Unesco与传统媒体建立了合作伙伴关系，以支持其在数字和印刷中的信息。新闻合作伙伴开展了广告和社论，以支持消息，其中一些甚至更改为联合国教科文组织提供的图像。
As a result of UNESCO’s media outreach combined with the organization’s social media efforts, the campaign saw 29,600 tweets using the hashtag #TruthNeverDies and a reach of 663,100 across Instagram—making it the most successful campaign since the first International Day to End Impunity for Crimes against Journalists in 2013.
Before we used Hootsuite, our time was spent natively posting on each social channel around the world. Now all of our content is managed on one platform, giving us the time to focus on improving the overall strategy竞选活动。
While measuring a change in awareness is a long-term initiative, for the two weeks that the campaign ran, UNESCO saw the best metrics in the four years since launching the campaign. Five days into the campaign, UNESCO saw 15,400 tweets in one day using #TruthNeverDies.
这项运动在第一天在法国的Twitter上狂欢，并最终取得了超过200万人的有机潜在影响力 - 自从国际时代以来，这项竞选最大的成功，以结束对针对记者犯罪的不受惩罚的开始。