Africare, the largest and oldest U.S. development organization focused solely on Africa, has launched a new marketing campaign – Pass It On! – to highlight stories of people overcoming major issues on the African continent, issues such as unsafe drinking water, food insecurity, and the growing number of children orphaned by AIDS.
Pass It On! combines traditional Washington, DC, king size bus posters and back-lit Metro dioramas with “viral” social media such as Facebook, YouTube, Twitter and the internet, along with one of the very first iPhone applications approved for non-profits. [...] The Africare iPhone application [available for download in October 2009] includes a photo gallery, video and a “Click to Donate” button, from which a person can use his or her phone bill to contribute. To date, only three such applications have been created.
The Pass It On! campaign will use the new iPhone app to promote 16 featured individuals who are ready to tell you their story in a format that is ready to “pass on” to a friend or someone you know through video, social networks, e-mail and many hand-held devices. A water story will feature in October 2010.
Trudi Rishikof, Africare Director of Communications and Marketing, noted the importance of reaching out as broadly as possible: “These are tight economic times for Americans and others around the world, but people still want to help those in need. Through this new iPhone app and the other social networks, it’s easy to give $5 and perhaps skip that extra latte. Lots of people giving small amounts adds up to significant support for Africare’s work, especially since 93 cents of every dollar goes directly to programs. We are grateful for every gift.”
Source: Africare / allAfrica.com, 01 Sep 2009