Millennials, more than the average American, see social media as an avenue for change. With nearly three-quarters of Millennials saying they use social media as a platform to talk about issues they care about (vs. 52% U.S. average), this audience is primed to participate and raise awareness online. So how do you motivate millions of Millennials to take online action? Ask them to participate in a simple and turnkey activation to promote stories of humanity.
In honor of World Humanitarian Day, the United Nations asked young people worldwide to do one easy thing: share a story that matters. The #ShareHumanity campaign urged participants to "donate" their social media feeds (Facebook or Twitter) to distribute one of the many powerful stories of humanitarian efforts across the globe. Those who wanted to get involved visited the World Humanitarian Day website, chose one of 17 different accounts of humanitarian activism in countries such as Nepal, Afghanistan and Sierra Leone and allowed an app to automatically post to the users' social media pages. After authorization, the app triggered a series of posts over time stringing together a story of "humanitarian heroism" through first-person quotes and striking photography all accompanied by the hashtag #ShareHumanity. To kick things off and amplify the message even further, the campaign recruited the help of a number of celebrity participants including Cody Simpson, Shay Mitchell and Kenna to donate their feeds. Although World Humanitarian Day was officially celebrated on Wednesday, the campaign is still gaining momentum, with over 166,000 posts* so far.
The #ShareHumanity campaign not only humanizes issues that can be sometimes hard to grasp, but also empowers individuals to take a small piece of ownership over disseminating these stories, in an effortless way. The minds behind the campaign felt that raising awareness and creating this sense of empowerment and inclusion will trigger further action down the line. #ShareHumanity doesn't ask for donations, but rather "gives a voice to the voiceless."
*as of 8/20/15