On 19th February, The Global Poverty Project (GPP) launched an online campaign to encourage government action to wipe out polio by 2018. Users are directed to a microsite where they create their own superhero avatar and share it through their Facebook page. The charity intends to gain 40,000 ‘global heroes’ to then approach the government for funding.
The campaign follows an initial concept from GPP. The media strategy was then developed by Native LDN and the website designed by We Make Awesome Shi.it. The campaign, which saw 212 people sign up in its first 48 hours, is aimed at 18 to 35 year olds who use social media.
Campaigns manager at GPP, Stephen Brown, said: “It’s a soft launch, so we want to grow the campaign organically over the month. We expect key health sector influences to tweet the campaign during the week, including big names such as Unicef. Not starting with a big bang means we can keep the campaign sustainable.”
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