The organization Do Something, is a perfect example of how non-profits can leverage social media platforms to achieve brand recognition. This year, VH1 partnered with DoSomething to create the premiere award platform for young people and social change. The Do Something Awards honor the best young world-changers, 25 and under, that are making the world a better place.
Social media played a huge role in this year’s Do Something awards. Throughout the entire award show, there was a live twitter feed on the VH1 website. The host, Jane Lynch, also answered fans tweets live during the awards. There were 2 awards dedicated to social media applications: Twitter and Facebook. Ashton Kutcher competed in a 24-hour race with CNN to reach over a million followers on Twitter. When he won, he donated $100,000 to the Malaria No More Fund. Winner, Alyssa Milano used twitter to encourage her followers to donate to Charity: Water on her birthday instead of purchasing birthday gifts. Social media proves to be a great outlet to reach the mass.
This year’s winner of the $100,000 The Do Something Award, Jessica Posner, co-founded Shining Hope for Communities, an organization that combats gender inequity and poverty in Kibera. By entering into award shows like Do Something, not only does Shining Hope for Communities receive a grant that will help them make strides towards their end goal of bringing education to the community of Kibera, but they are also able to thrive off the buzz of the awards and utilize their own social media outlets to encourage people all over the world to help their cause. They are telling the story of their organization through an inspiring and compelling video:
Do Something also partners with brands like Pepsi and Clean & Clear to encourage teenagers to take interest in the community and taking action. Using teen sensation Demi Lovato as their spokesperson, Clean & Clear and Do Something partnered to launch a national campaign, Join the Surge, that empowers teens to take positive action in their communities. Currently, over 800,000 teens are giving back through DoSomething.org and their goal is to reach 1.2 million. The campaign encourages teenagers to submit their videos online on what they are doing in the community. Not only does it create content and drive buzz, it inspires teenagers to recognize the need to do something. It creates a platform for young minds to share their common interests, goals, and aspirations while associating their brand with the ideas that young minds have today.
Social media is allowing different causes and organizations to spread awareness to more people faster than ever. By utilizing broad and easily accessible multimedia platforms, even non-profits are quickly and effectively able to break into our social conscience.
