DigiActive.org

Debate: Gaza Flotilla Debacle and Online Video

There are always two sides to every story.

Monday morning, the Israel Defense Force raided a flotilla carrying humanitarian aid to Palestinians in Gaza, where nine activists were fatally shot. Everyone seems to agree with the lineup of events up until that point. The interesting thing about this whole situation is how both sides used online video to plead their cases, possibly giving insight into how communications and PR spin fixates itself into international relations in the future.

According to Israeli Prime Minister Benjamin Netanyahu, the activists on board “deliberately attacked soldiers.”

And IDF has video on their YouTube channel to prove their point:

Meanwhile the folks on the flotilla tell a different story. The Free Gaza Movement says that “Israeli commandoes dropped from a helicopter onto the Turkish passenger ship, Mavi Marmara, and began to shoot the moment their feet hit the deck. They fired directly into the crowd of civilians asleep.”

Like with the Nestle/Greenpeace situation, will governments use social media to get ahead of a PR disaster in the future?

Campaign: Nestle Gets Crushed Online by Green Activists

Description: Global food giant Nestlé has been under a critical spotlight for alleged poor corporate and social practices for many years. Recently, activists have accused the company of several problems, including only one percent of Nestlé cocoa products are FairTrade certified, continued child slavery in the cocoa supply chain, and its baby milk products not meeting international standards. The latest accusation of Nestlé’s bad practices is now being seen loud and clear through a viral video, which is another great example of digital activism.

Digital Tools Being Used: Video, Facebook

What Are They Doing: Greenpeace UK uploaded a video on Youtube, showing an office worker opening a Kit Kat and finding an orangutan’s finger. Nestlé, which produces the popular chocolate bar, is being blamed by the green justice group of buying palm oil, which is used in many of its products, from Indonesian producer Sinar Mar. As a result, Greenpeace claims that this partnership has resulted in destroyed rainforests where Indonesia’s last orangutans live and has created a devastating carbon footprint.

In the last 50 years, an area more than twice the size of Germany has been logged, burned or otherwise degraded, with palm oil plantations being a major cause, according to Greenpeace.

On Wednesday, Nestlé released a statement denying it buys palm oil from Sinar Mar for any of its products, including Kit Kats.

“We do purchase palm oil from Cargill and we have sought assurances from them about their supply chain,” it said.

“Cargill has informed us that Sinar Mas needs to answer Greenpeace’s allegations by the end of April. They have indicated that they will de-list Sinar Mas if they do not take corrective action by then.

“Nestlé recently undertook a detailed review of its supply chain to establish the source of its palm oil supplies and we have made a commitment to using only ‘Certified Sustainable Palm Oil’ by 2015, when sufficient quantities should be available.”

Greenpeace claims that Nestlé asked YouTube to remove the video citing copyright concerns. Specifically Nestlé was bothered by the twist on the Kit Kat’s famous slogan used at the end of the video: “Have a break? Give orangutans a break.” However, the video was reposted the next day. Greenpeace said the video being taken down was a censorship attempt, which was “a pretext for stopping the word being spread and an apparent attempt to silence us.”

Elsewhere online, approximately 90,000 Nestle protesters have taken over the company’s Facebook page, to make their grievances clear, creating possibly one of the largest digital protests since last summer’s Iranian election protests. In the long run, the Nestle debacle might show other companies how not to deal with online crisis communications. While Greenpeace created a very effective and (very graphic) video, the question always remains: Will digital activists take their protests offline and actually stop eating Kit Kats in the long term? Only time will tell.

Campaign:”I Know” Targets US Young Adults on HIV

Description: According to the Joint United Nations Programme on HIV/AIDS (UNAIDS), over 33 million people worldwide are living with HIV. In the United States most aid for preventing and treating the virus tends to go towards those living in the developing world. However, there has been criticism by many American advocates that the U.S. government has neglected to provide the same aid to a group in its own country which has been the most affected by the virus – African Americans. While African Americans represent over 12 percent of the U.S. population, they account for over half of all those being infected yearly and living in the United States with HIV. As the Obama administration starts to put together a national HIV/AIDS strategy – the first one in 20 years, other HIV activists are taking their message directly to the people via digital activism.

Digital Tools Being Used: Facebook, Twitter, Text Message, Radio & Video

What Are They Doing: The “i know” effort is part of the Centers for Disease Control and Prevention’s Act Against AIDS campaign, which uses multiple social media platforms to reach out to African American youth with facts about HIV/AIDS with the aim to engage them in open conversation.

“By supporting frank conversations through social media, ‘i know’ creates an opportunity for young people to talk directly with each other about the issues that fuel this still-deadly disease,” said Kevin Fenton, director of CDC’s National Center for HIV/AIDS, Viral Hepatitis, STD and TB Prevention. “Their ideas and involvement will be a critical part of the solution.”

The campaign uses a mix of both old and new media. Followers have a choice of using Twitter, Facebook and texting to get alerts and status updates on HIV knowledge and attitudes, as well as links to information about HIV testing and prevention. The campaign’s website allows users to identify local HIV testing sites and campaign events and video stories of those living with HIV. There are also radio and online video public service announcements that has actor Jamie Foxx calling for a new discussion on HIV.

What is the Impact:Since the campaign’s launch on March 4, hundreds of users have become followers of the various platforms and it seems that the campaign has initially succeeded in engaging users, as can be seen with the many status re-tweets and discussion. While it is good that social media is being used in this campaign, it should also be highlighted that the campaign’s radio use is just as important, as many African-Americans still see the significance of this medium for getting out information within their community. However, it will take a longer amount of time to actually determine if both the online and radio efforts turn into offline actions.

Tactic: Rage Against the Olympics Machine

Description: Controversy has not only marred the 2010 Winter Olympics because of the tragic death of 21 year old luger Nodar Kumaritashvili, but also with 200 masked protesters who smashed windows of department stores and splattered red paint across Olympic venues in Vancouver.

Police said the group marched through the shopping district, vandalizing cars and stores. Protesters also threw metal boxes on display windows of Hudson’s Bay Company, where Olympic souvenirs are sold.

Vancouver has been facing problems ever since the run-up started to the games. Lack of actual snow, hundreds of millions in losses as NBC expected to take broadcasting the games, and now the luger death spelling riots.

Vancouverians have been upset about the way the Olympic games have been handled by the government. The Olympic projects have come in well over budget.

Some feel that the money would have been better spent going to social services, particularly as the city grapples with the effects of the recession.
But now, the protests are beginning to turn violent.

Digital Tools Being Used: Video

What’s Going On: Despite the violence, various activist groups have been leading largely peaceful protests since it was announced that the Games were to held in Vancouver in 2003. Many of these protesters have used viral video to effectively get their message across to a wider audience.

While most of the grievances by anti-Olympics protesters stem from the growing presence of corporate corruption in the Games, the largest resistance has come from indigenous groups in Western Canada, who claim their “stolen land” is being used by the government “for the benefit of corporations, including mining, logging, oil & gas, and ski resorts.” In addition, some activists say that Indigenous peoples suffering social ills caused by the Olympics, such as higher rates of poverty, unemployment, environmental degradation, police violence, disease, suicides and violence against women.

What is the Impact: Many grassroots activists have been flooding the Internet with videos about their complaints. Many of which are low-budget, but effective in telling their side of the story, like this one and this one. While the Olympic Games will go on in Vancouver and Games officials are not giving in to the complaints, anti-Olympic digital activism has allowed a point of view that would otherwise not get covered in the mainstream media.

Tactic: Haiti earthquake gets quick response online

Description: Haiti was rocked Tuesday night by a 7.0-magnitude earthquake. According to a report, Haiti’s First Lady Elisabeth Debrosse Delatour said that “most of Port-au-Prince is destroyed.”

While almost all phone lines have gone down on the impoverished island, Haitians have been able to communicate to friends and relatives around the world with the use of new media. Not only has there been a flurry of tweets and photos of the devastation posted online over night, but charitable individuals and organizations have responded quickly with their efforts to help victims.

Digital Tools Being Used: Twitter, Video, Photos, Text Message, etc

What Are They Doing: Victims of the earthquake immediately got on Twitter, uploaded photos and YouTube videos and text messaged to give eyewitness reports on the tragedy like this one:

RAMHaiti: It’s 8:44PM and we’re still getting aftershocks!!I can hear people gathered in the distance singing prayers…people in large numbers are singing prayers downtown

In the last few hours charitable organizations have been able to make initial assessments of victims’ needs and have asked for donations, mostly through the use of digital tools.

Red Cross: Help Haiti right now, text Haiti to 90999 to give just $10 to the Red Cross

UNICEF: Donate now for Haiti on their website

Rap artist and activist Wyclef Jean was among the first to organize online when he sent out these tweets:

@wyclef Help Haiti by donating to Yele on www.yele.org follow @YeleHaiti

@wyclef Another way you can help Haiti after their 7.0 earthquake: Donate $5 by texting YELE to 501501 and by visiting www.YELE.org

News organizations that cater to Haitian communities in the United States have also taken the initiative to give their readers updated information about the earthquake’s aftermath, such as the Boston Haitian Reporter, which has been live-blogging since Tuesday night.

What is the Impact: While a full assessment of the Haitian earthquake will be long term, this latest international incident shows the incredible value in digital activism for quick response and possibly saving lives.

“10 Tactics” you can use

Tactical Technology Collective is the premiere international training organization for rights activists interested in using information and digital technology to create positive change.   They have recently released a film that beautifully presents 10 key tactics in info-activism.  The tactics are:

Tactic: Tweeting for Equality

Description: On Sunday, thousands of gays and lesbians gathered in Washington, D.C. for the National Equality March, which was billed as the largest event of its kind since 2000. While many in the gay community were divided over the reasoning for having such a march, this was also one of the first massive gay rights protests to use social media – tools that are being used by the new generation of LGBT activists. Sunday’s protest was the latest example of the generational shift in how to communicate for social change.

Digital Tools Being Used: Twitter, Facebook, YouTube

What Are They Doing: Most of the organizing was done through Facebook, YouTube and other tools leading up to the march. Before and during the march, protesters could follow the march’s official Twitter feed for any logistics matters, such as getting information about purchasing subway round-trip tickets before the march to avoid long lines stations kiosks.

Throughout the day, Twitter was the main choice of communicating, as thousands of protesters either in Washington or following the events on television reflected on march highlights. Most used the hashtag #nem to follow the conversation.

loquaciousmoi “Rights for Gays
and Lesbians aren’t special rights in any way. It isn’t special to be free from
discrimination.” – Julian Bond #nem

700mtv Judy Shepard, “I”m here today
because I lost my son to hate . . . We’re all equal Americans. Gay, straight,
whatever.” #NEM

peterzimmerman Wow the speeches at #NEM are really inspiring. Gosh.
So exciting to see the outpouring of emotion at the march!

What Was The Impact: Jamal Jackson and Winston Brown moved to the United States from the Caribbean island of Jamaica to escape harassment from others about their relationship three years ago. The march was the first gay rights event they have attended as an openly gay couple. The both also used Twitter to follow what other folks were saying, as well as tweeting their own thoughts.

“I started using Twitter a year ago and I found using it to be very useful,” Jackson told DigiActive following the march. “I was able to tweet other protesters, find out where to meet my friends and navigate the city during the protest. I was able to find other people here from the West Indies, like Trinidad, Dominica and Haiti.”

For Winston Brown, tweeting had a more sentimental meaning.

“I am using Twitter because I still have closeted gay friends back home in Kingston, and they are reading my updates,” Brown said to DigiActive. “They will not feel alone anymore and might feel inspired.”

15andCounting: Strategy Behind a Social Media Campaign

video introduction to the 15andcounting campaign

15andCounting is a campaign by the International Planned Parenthood Foundation demanding better access to sexual health services for youth.  They are using a mix of old and new social media tools, from an e-petition and Flickr to Twitter, the SMS platform Mxit, and the music platform Dopetracks.

In this interview I ask Paul Bell, a campaign representative, about the strategic thinking behind their tool choice and how their use of these  online and mobile tools will lead to offline change in government policies towards youth.

What is the 15andCounting campaign?

15andCounting is a global campaign to demand better access to sexual health services and education for everyone. We’re now 15 years into a 20 year commitment signed by 179 governments to improve the sexual and reproductive health and rights of all young people. Only five years remain and many governments are seriously failing to make progress against their goals. 15andCounting is encouraging young people to call their governments to task on their grave failings

How have governments failed to make progress to promote, protect, and provide better access to sexual and reproductive health services?

There are 1.5 billion young people in the world today and the majority of them live without access to condoms or contraception. This is contributing to: the spread of HIV, millions of unwanted pregnancies, millions of women continuing to die from pregnancy related causes every year, and millions of young people having to drop out of education at an early age.

Any attachment to the choice of the name?

Fifteen years ago, at the International Conference on Population and Development (ICPD) in Cairo, 179 governments signed up to a Programme of Action to improve the sexual and reproductive health of everyone. 2009 is the 15 year mark. People born in that year (1994) at the time of the ICPD, are now 15 years old and form part of the largest cohort of young people the world has ever seen – some 1.5 billion – who have a right to sexual and reproductive health services and information.

Why run the campaign now?

People born in 1994 at the time of the ICPD are now 15 years old and form part of the largest cohort of young people the world has ever seen – some 1.5 billion – who have a right to sexual and reproductive health services and information. Fifteen years after ICPD too many governments have failed to make good on their promises. Only five years remain for the vision of ICPD to become reality. Unless governments deliver on their promises young people will be denied services and information critical to their health and wellbeing.

What’s the motive for running the petition now?

The Count Me In petition will be delivered to the Secretary-General of the United Nations on the 12^th of October, in an attempt to help persuade governments to promote, protect and fulfil their promise to provide better access to sexual and reproductive health services for all young people. October marks the 15^th anniversary of the ICPD conference in Cairo.

What are the network platforms you’re using to attain the goal of the campaign?

Facebook (http://www.facebook.com/pages/15-and-counting)

Twitter (http://twitter.com/15andcounting)

Youtube (http://www.youtube.com/watch?v=fDGoFfvvIXY&feature=channel_page)

Dopetracks (http://www.dopetracks.com/forums/4/topics/13784)

Millions of young people across the world do not have access to a computer, but do have a mobile phone. Therefore we are also working with MXit, an instant message provider to reach young people primarily in Africa through their mobile phones via a WAP site (www.15andcounting.mobi).  We are also launching SMS campaigns in Kenya, India, Indonesia, Brazil and Mexico.

With a lot of social network sites, why did you choose these particular networks over the other network platforms?

Twitter has been used as a way to get buy-in form professional stakeholders in the charity/care sector and to connect with bloggers and influential voices in the conversation: we feel that Twitter is the ideal for this purpose, but as a secondary function it also works to extend the outreach direct to people for petition signatures.

Youtube was purely there to host the video, which is easily embedded into other sites.

Dopetracks is a unique online proposition: a community of beat-makers, singers, poets, rappers, all collaborating online via their online music player/recorder (so that people don’t need any proprietary kit). We felt that the target market will be able to express themselves effectively – and engage with – the campaign though music. These people are very active promoters of their music and it encourages brand advocates to raise awareness with their peers.

How is each of the networks used?

http://twitter.com/15andcounting – we’ve built up a following or stakeholders and interested parties, which has stimulated wider distribution through blog posts and ‘retweeting’ of the 15&Counting messages. We have used Twitter as a distribution channel, not as a content channel.

http://www.facebook.com/pages/15-and-counting/56924592285?_fb_noscript=1 – a Facebook group has been set up and is used to flag up news and drive discussion amongst members and an ‘Are you a Sexpert?’ application was developed to further engage our audience. This is designed to pull together a community of supporters and drove people to complete the survey.

http://www.youtube.com/watch?v=fDGoFfvvIXY A video on what the campaign is all about was put together and uploaded onto Youtube – this is video is embedded into the 15andCounting homepage, and is used as an background information piece for the blog outreach.

http://www.dopetracks.com – We’re setting up a competition on Dopetracks – a large online music collaboration network so that young people can create and distribute tracks with a 15andCounting theme within the network and in other networks: These people are very active promoters of their music and it encourages brand advocates to raise awareness with their peers. They frequently use twitter, myspace and other networks to increase the distribution of their music. We’ll also be encouraging people to collaborate with other people in different countries, using our blog/ partner network.

We’ll also be using the collateral created to promote into local radio and with a ‘mixtape’ of the featured tracks.

How effective will these platforms be for your cause?

The web is essential for IPPF to reach the target audience. These social platforms allow the campaign to engage directly with young people and allow them to get connected to groups in their country or region who are working towards improving sexual and reproductive health and rights. More than anything, we’re looking at how to facilitate people to become advocates for the campaign and motivate others. We have created an instruction/ training blog to show our partners around the world to engage with social media http://15andcountinglearn.wordpress.com/

We’ve been effective in activating community support for our campaigns, including driving support for ‘buzz marketing’ initiatives. We have had two Digg.com front pages: http://digg.com/health/Best_Condom_Adverts_Ever (this drove 22,000 people to the site in 24 hours) and http://digg.com/educational/Teach_5_to_8_year_olds_masturbation_says_UN_agency (this encouraged 6000 people to bookmark the site and broke traffic figures for the site).

You realize that their many online petitions, most of which unfortunately have failed to make impact, what have you done not to suffer similar fate?

We have done everything we can to ensure that the petition makes an impact by supplementing it with a number of elements – we have created a dedicated website for the campaign, used social networking sites (as detailed above) to target a wide variety of youth, and used mobile phones to reach the population who have less access to the internet. In this way we hope that we have ‘randomized’ our petition as much as possible, making it available to the widest possible net, without targeting specific communities. As such we believe we have compiled a very robust study, for example in Africa we have had 94,000 people sign the petition through the .mobi site. Furthermore we know that the activists involved in this campaign will continue to work hard on the ground in their countries to ensure the message stays alive.

How will you reach the larger population, which is not much involved in using digital tools?

A combination of the below:

Advocacy programmes are being undertaken by IPPF member associations – IPPF works in 176 countries worldwide and a global leader in providing and advocating for the right to improved sexual and reproductive health. Here we

Mobile phones – as mentioned above, we are targeting millions of young people across the world who do not have access to a computer, but do have a mobile phone – both through SMS and instant messaging.

Postcards – postcards which allow people to sign the petition have been distributed in key communities across the globe

Critics say online polls are highly non-representative of the population, and the respondents are self-selected.  Isn’t this also a pseudo-petition?

To get truly representative engagement with the target audience, we would have to spend a huge amount of valuable resources engaging people on the ground in each country: that money would better be spent campaigning. Online is the most cost effective way to run the petition, and we’ve addressed the differing ways that people engage with the net in different countries (e.g. via mobile phone) and sought to facilitate signatures in non digital formats (eg. postcards).

How will it be delivered to government heads, especially those who signed the memorandum? And what is your expected outcome thereafter?

The Count Me In petition will be delivered to high-level United Nations officials on the 12^th of October, in an attempt to help persuade governments to promote, protect and fulfil their promise to provide better access to sexual and reproductive health services for all young people.

Through the 15andCounting campaign we will have engaged with a whole new generation and cohort of committed young advocates around the globe and we hope that these advocates will remain engaged with the issues 15andCounting addresses. We will continue to empower our youth advocates to become highly effective network builders and advocacy experts into the future.

Activist Video Spotlight: United for Baha’i Rights

With the decreasing cost of video recording devices and editing software, along with free and effective distribution platforms like YouTube and Daily Motion, it makes sense for causes to start experimenting with ways to put their message in short video form. We’ve written before about how to make good activist video, and like to take the opportunity to point out good examples of activist video whenever we can.  Here’s another great example from the Muslim Network for Baha’i Rights, a project of Mideast Youth.

If you watch the video, the first thing you’ll notice is that truly excellent design.  This video was clearly made by someone with professional skills.  However,  Mideast Youth is a volunteer organization, so this was likely created for free.   People with skills are still people and if you can inspire them to take action for your organization, you can get some amazing results.  (Mideast Youth is clearly very good at this).

The thing that first hits you about the design is the quality of the animation, but the messaging is just as good.  The video starts off by telling specifically how the human rights of Baha’is have been abused and illustrates each one on screen.  The video also focuses on the fact that Baha’is are Iranian, which is a good idea since Iran is very much in the news now and the Iran issue provides a “hook” for inserting Baha’i rights into the mainstream consciousness.  Finally, even though the video is about human rights abuses, it ends on a positive note, letting the viewer know that change is possible.  This “crisitunity” framing is very good for advocacy video: your help is needed because we are in a crisis, but there is an opportunity to change it, which is why your action will make a difference.  No matter how dire the issue, a potential supporter will not take action unless they believe their action will make a difference.

There are only two things I would change about the video.  First, I would give more background on what Baha’ism is (a religion founded in Persia in the 19th century which stresses the spiritual unity of people of different religions).  The video launches into the current human rights struggle without first identifying the group which is the victim of this abuse, and thus misses an opportunity for the viewer to more deeply connect with the Baha’i people.  Second, I would give a stronger call to action.  While the video does send viewers to the Baha’i Rights site at www.bahairights.org, a video is a great opportunity to inspire people to take a concrete action for your cause: like attend and event, sign up for a listserv, email or SMS a political representative, or at least “send this to a friend”.   Regardless, this is an excellent video that truly marks a new high point is grassroots video activism.

Tactic: Youth fight for food justice online

Photo by Umoja Community Builders

Background: Last month the US Department of Agriculture released a report on food deserts – areas in the United States where communities lack access to supermarkets and other outlets selling foods necessary for a healthy diet. According to the report, 2.3 million Americans live more than a mile from a supermarket and do not have access to a vehicle. The report goes on to say that the “urban core areas with limited food access are characterized by higher levels of racial segregation and greater income inequality.” In short, this problem largely affects low income communities and people of color. In recent years, there have been efforts by food justice activists around the country to bridge the food gap. One group in Chicago is taking back the food system online.

Digital Tools Being Used: Blog, Video, Camera
What Are They Doing: The Umoja Student Development Corporation is a Chicago-based, youth development organization which runs a six-week summer program in partnership with youth media group Free Spirit to film a short documentary about food deserts in the predominately African American community of North Lawndale.

“In my neighborhood, there are no grocery stores,” said Porsha Treadwell, a student intern in Umoja’s community builders program. “It is unfair that my community doesn’t have the same access to healthy foods as other communities. It’s just not right.”

In addition to learning how to grow organic foods in community gardens and polling residents about their food shopping habits, the student interns have also kept a blog for the duration of the program about their own eating habits and the various social and environmental injustices that block access to food equity.

Also on the blog, the youth have created a slide show, displaying photos of themselves learning how to use cameras for their documentary.

What is the Impact: Treadwell said this program has been a rewarding experience. She noted that she has had informative conversations with other residents and student interns about the food problem in the community, and how they now feel empowered to do something about it.

“When a community comes together, we can do powerful things,” she said.