Social Media for Social Change
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Written By Kate Zimmermann | October 10, 2006 | Share This
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In a fascinating combination of celeb-reality and viral video, the United Nations has contracted a number of international and online celebrities to make short digital films promoting Stand Up 2006. Stand Up is a weekend-long and world-wide event to spread awareness about the UN’s Millenium Development Goals. From the official website:
“On October 15 and 16, the world will come together and STAND UP and remind their governments that promises to achieve the Millennium Development Goals and help the billions living in extreme poverty, must be kept.”
Celebrities ranging from Dave Matthews to Shakira to LonelyGirl15 are featured in 1 – 2 minute video segments that have been uploaded into Google Video and YouTube.
The reaction from YouTubers has been tremendous. Suprisingly, the most overwhelming user-generated response has come from fans of Internet celebrities rather than fans of movie stars. For example, Here are a few of the thousands of user-created videos that have been uploaded in response to Renetto’s Stand Up video.
In addition to the viral videos, the UN is also promoting Stand Up in Second Life. The Millenium Campaign will host Stand Up events at virtual kiosks and in 2nd Life’s “Midnight Plaza”. For the less avatar-savvy, the Stand Up website has a list of events that will simultaneously take place in real life.
In a similar project, Oxfam recently launched a campaign in Myspace to spread awareness about their Rock for Darfur event. Rock for Darfur is a collection of concerts taking place on Oct. 21st to raise money for Oxfam’s Sudan Crisis Relief and Rehabilitation Fund. So far, over 6000 people have registered to be “friends” with Rock for Darfur on Myspace.
While these are not the first examples of non-profits in social networks, it’s encouraging to see two traditionally bureaucratic institutions experimenting with new media. For more information about how to participate in Stand Up or Rock for Darfur, visit:
The Millenium Campaign website or
Spin Magazine’s coverage of Rock for Darfur.
Topics: Social Media |