Human rights group Amnesty International  launched a social media campaign on Facebook, Twitter, MySpace and through bloggers, designed to raise money for a full page ad buy attacking oil company Shell in a UK national newspaper.

Thanks to 2,104 donors Amnesty International reached more than £30,000 and was capable to place adverts in Metro and Evening Standard, and on a van driving round the streets of London throughout the day of Shell’s annual general meeting (18 May 2010).

Amnesty’s full-page ad attacks the oil company for alleged environmental transgressions in the Niger Delta region of Nigeria.

That way Amnesty was able  to confront shareholders with the reality of what they’ve invested in on their way to the annual general meeting, outside the event and on their way home too.

All politics aside the proposition is simple: Donate money, help Amnesty buy a nationwide newspaper ad, and stick it to man. The audience is presented with specific requirements and a clearly spelled out reward.

Make sure to read:

• Prepare for social media attacks
• Better have a social media risk management plan

Short URL & Title:
Raise money through social media to fund attack — http://www.torbenrick.eu/t/r/bui

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