Monthly Archives: April 2013

Viral Videos: It’s Time

As PR practitioners working for NGOs, we aim to reach large audiences efficiently and effectively.

The rise of Web 2.0 gave birth to Integrated Marketing Communications, opening new avenues for conversation between organisations and their publics. NGOs are adopting videos as a key strategy to communicate their story, allowing audiences to see inside the organisation, connecting faces with causes.

And if a campaign is correctly framed, planned and executed through ‘human’ terms, these videos have the potential to go viral.


This happened when GetUp! Australia released a two-minute film in the name of marriage equality, called It’s Time.

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GetUp! posted the clip on YouTube on November 24, 2011 and in a matter of five days, the film had over two million views.

This is why the concept works:

  • It’s simple
  • It’s engaging
  • It’s not too long
  • It’s intriguing and it’s resolution is unexpected, and
  • It tells a story of love and devotion – it’s incredibly human and relatable.

Viewers follow a young man’s experience of a budding relationship. The person holding the camera is evidently his lover but only at the end do we see his lover is another man.

There is no dialogue until the closing shot: “It’s time. End marriage discrimination.”

Then, a URL directing them to a petition.

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The campaign was so successful, GetUp! raised money to screen it on national TV. It continues to run on GetUp!’s own platforms, YouTube and Hulu, today.


A year later the film spread to the US in the lead up to the 2012 presidential election, as well as sparking Love is Love, a similar clip inspired by the original film.

GetUp!’s film is now well on it’s way to eight million views.

It created awareness, sparked commentary and reached audiences across the globe.

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So, Use a picture. It’s worth a thousand words.”

It’s in our roots.


Face Facts: Using Facebook to Mobilise Your Audience

As PR practitioners, we want to mobilise our target audience towards helping us achieve our goals. NGOs are often working with limited resources so it’s crucial those responsible for running your organization’s Web 2.0 media capitalize on the opportunities offered by Facebook Pages.

Case Study: The Oaktree Foundation

The Oaktree Foundation is a prime example of how to use Facebook to mobilise your target audience through two-way communication.

Oaktree’s website has links to each of their social media platforms visible on each page.

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A steady, substantial online presence is key and Oaktree’s Facebook Page is both lively and diverse in content.

Visuals quickly gain attention on peoples’ newsfeeds so photos, infographics, and links to blogs and videos of volunteers’ experiences will maximize audience clicks and involvement with the page.

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Facebook makes content easy to Share “the movement” with friends.

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Oaktree post frequent messages and visual evidence of the progress its volunteers are making towards their goal as “Young people working together to end global poverty”.

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‘Likers’ of the page are alerted when Oaktree’s website is down, and this proactive dialogue is in keeping with the foundation’s character.

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Oaktree’s content is channel specific and reflects their target audience. It focuses on outreach and generating discussion.


Some other tips:

As Darren Barefoot notes, it’s super important to link liberally to relevant issues and discussions current in mainstream media.

Use of Facebook’s scheduling tool will reduce your stress and help to optimize readers per post.

Facebook Pages can also have integrated Apps and are measurable through Facebook Page Insights.

Want more info?

Is a Facebook Page a Complete Social Media Strategy?

Facebook Activism

Facebook For Nonprofits