An organization’s message can spread like wildfire if they are using social media tactics correctly. The Food and Agriculture Organization of the United Nations tested these tactics in their 1 Billion Hungry campaign. This campaign was created in order to spread awareness about the 1 billion people in this world that go hungry each day. The 1 Billion Hungry Project website states their overall objective as creating a global movement and inspiring people to blow their whistle on hunger; the organization wanted to encourage people to become angry about the issue present in today’s world so that they would take action against it. In the blog “FAO: 1 billion hungry project,” Alessandro Sciortino states that their campaign, launched in May 2010, consisted of an online petition that would put pressure on politicians to act against world hunger and make that specific issue a priority. The FAO sought to obtain one million signatures for their petition.
According to Dir. Adriano Falconi in the article, “Dir. Adriano Falconi directed Oscar winner Jeremy Irons in a PSA for FAO out of McCann Erickson,” the campaign initially began with a broadcasting launch event and quickly spread through many other media sources. The campaign hit TV, print, merchandising, PR, events, the iPhone, and the Internet. He claims that every day there was an addition of a communication method. The 1 Billion Hungry Project launched its own website to exhibit their communication uses. While these included the methods previously listed, they also included YouTube, Facebook, Flickr, and Twitter. The communication that took place on these forms of social media allowed for the audience to pass the information along to their connections. This resulted in 350,000 YouTube views, 65,000 Facebook friends, and 4,000 Twitter followers.
Here is the video launched by the organization in order to inspire their audience to get mad about the 1 billion people who go hungry each day:
The petition reached 3,200,000 signatures and was presented to the representatives of the United Nations on November 30, 2010. The success of the online petition can be credited to the use of social media. The spread of this message through social media tools allowed for people to connect from different parts of the world in order to make a significant difference in the lives of those who go hungry every day.