In support of USAID’s FWD Campaign, which brought awareness about the Famine, War, and Drought in the Horn of Africa, HelpGood led a variety of social media tactics across multiple networks including Facebook, Twitter, and Youtube. The efforts leveraged resources from USAID and the Ad Council as well as from their partners, allies and agencies.
In particular November 9th, 2011 became a focus of the campaign and dubbed “FWD Day”. Its goal was to generate over 13 million shares across the social media platforms, equal to the amount of people in the Horn of Africa impacted by the crisis.
Total there were more than 117 million shares generated around FWD Day:
Overall the campaign was hugely successful, far exceeding the goal of 13 million shares. Before the campaign started, the issue wasn’t widely known or talked about. We now have the world’s attention.