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Peter Buckmaster
Saturday, September 8, 2012
Saturday, December 6, 2008
Saturday, November 22, 2008
Hicks onto Close Guantánamo
People have been asking me to provide a bit of information about the "Bring David Hicks Home" campaign for Amnesty International Australia. My role was as Executive Producer and I managed the cell build, technology and logistics. Recently I helped migrate the installation to the US - now being used in the "Tear it Down" campaign. I've attached the general case study for you.
BRING DAVID HICKS HOME CAMPAIGN (AMNESTY INTERNATIONAL AUSTRALIA)
MARKETPLACE CHALLENGE/OPPORTUNITY
David Hicks had spent 5 years without trial in Guantánamo Bay. Amnesty knew he would be tried by a Military Commission that violated international standards. Time was running out to help prevent Hicks being tried unfairly in a legal black hole. To motivate the public Hicks’ reputation of being “the worst of the worst” would need to be shaken.
OBJECTIVES
Get 3,000 individuals to ask the Prime Minister to “bring David Hicks home”.
Ensure that the data captured was of sufficient quality to facilitate effective follow up communications such as campaign updates, and invitations to donate money.
TARGETING & STRATEGY
Australians who believe in “a fair go” but don’t have a lot of spare time to protect that value. The strategy was to convey an experience… experience the injustice of life in Guantánamo Bay for yourself – step inside
TACTIC/EXECUTION The execution was to recreate a sensory deprivation experience. A full scale replica of Hicks’ detention cell was constructed and toured across Australia. Tablet PCs captured digital signatures, donations and data. This made responses quick and redefined the fundraising experience.
Amnesty volunteers asked people to digitally sign up to the campaign on a wireless PC tablet – the first ever use by a charity in Australia.
People could sign their name with a stylus. All captured signatures were presented on a scrolling plasma screen imbedded in the outside wall of the cell.
Video media including audio/visual & touch screen, cam recorded personal messages from the public. The messages were then published on YouTube and to a supporting campaign website. An outbound EDM keep Supporters up-to-date with the campaign.
RESULTS
Over 30 days of activity 4,000 individuals joined the campaign, this equates to 133 people a day.
In comparison a personal request from Bono during a U2 concert in Sydney to 70,000 people achieved just 3,000 names of individuals notably less engaged in the cause itself.
The rate of sign up from the cell campaign beat previous site records obtained using volunteers wielding clipboards by 44%.
Because of the quality of the data and depth of emotional involvement generated, a healthy 7% of those signed up through the cell have been converted into monthly supporters of AIA.
QUOTES
QUOTE 1: Nathan Cockroft, Online and Interactive Manager, Amnesty International Australia
“…give the public "a voice" by taking the "call to action" to express their opinions of the David Hicks case in an environment that was dominated by Government opinion”
QUOTE 2: Katie Wood, Campaign Coordinator, Amnesty International Australia
“The Bring David Hicks Home campaign took campaigning to a new level. It talked to the public in a way that conventional campaigning methods couldn’t… harnessing an existing feeling in the community.
BRING DAVID HICKS HOME CAMPAIGN (AMNESTY INTERNATIONAL AUSTRALIA)
MARKETPLACE CHALLENGE/OPPORTUNITY
David Hicks had spent 5 years without trial in Guantánamo Bay. Amnesty knew he would be tried by a Military Commission that violated international standards. Time was running out to help prevent Hicks being tried unfairly in a legal black hole. To motivate the public Hicks’ reputation of being “the worst of the worst” would need to be shaken.
OBJECTIVES
Get 3,000 individuals to ask the Prime Minister to “bring David Hicks home”.
Ensure that the data captured was of sufficient quality to facilitate effective follow up communications such as campaign updates, and invitations to donate money.
TARGETING & STRATEGY
Australians who believe in “a fair go” but don’t have a lot of spare time to protect that value. The strategy was to convey an experience… experience the injustice of life in Guantánamo Bay for yourself – step inside
TACTIC/EXECUTION The execution was to recreate a sensory deprivation experience. A full scale replica of Hicks’ detention cell was constructed and toured across Australia. Tablet PCs captured digital signatures, donations and data. This made responses quick and redefined the fundraising experience.
Amnesty volunteers asked people to digitally sign up to the campaign on a wireless PC tablet – the first ever use by a charity in Australia.
People could sign their name with a stylus. All captured signatures were presented on a scrolling plasma screen imbedded in the outside wall of the cell.
Video media including audio/visual & touch screen, cam recorded personal messages from the public. The messages were then published on YouTube and to a supporting campaign website. An outbound EDM keep Supporters up-to-date with the campaign.
RESULTS
Over 30 days of activity 4,000 individuals joined the campaign, this equates to 133 people a day.
In comparison a personal request from Bono during a U2 concert in Sydney to 70,000 people achieved just 3,000 names of individuals notably less engaged in the cause itself.
The rate of sign up from the cell campaign beat previous site records obtained using volunteers wielding clipboards by 44%.
Because of the quality of the data and depth of emotional involvement generated, a healthy 7% of those signed up through the cell have been converted into monthly supporters of AIA.
QUOTES
QUOTE 1: Nathan Cockroft, Online and Interactive Manager, Amnesty International Australia
“…give the public "a voice" by taking the "call to action" to express their opinions of the David Hicks case in an environment that was dominated by Government opinion”
QUOTE 2: Katie Wood, Campaign Coordinator, Amnesty International Australia
“The Bring David Hicks Home campaign took campaigning to a new level. It talked to the public in a way that conventional campaigning methods couldn’t… harnessing an existing feeling in the community.
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