THE A21 CAMPAIGN
NON-PROFIT ANTI-HUMAN-TRAFFICKING ORGANIZATION
Along with four other young public relations professionals, I developed a three-month public relations campaign to raise awareness for the anti-human-trafficking organization, A21.
According to the United Nations Office on Drugs and Crime, over 27 million people are in modern-day slavery across the world.
Our campaign consisted of two main objectives:
To increase awareness and knowledge of human trafficking and A21’s efforts to combat it.
To influence Biola University students’ behaviors and perceptions toward human trafficking and A21.
S.M.A.R.T. Objective 1: By April 16, 2015, we intend to have raised awareness of human trafficking and the A21 Campaign by 10% on the Biola campus.
S.M.A.R.T. Objective 2: By April 16, 2015, we intend to have had at least 100 students physically help or contribute to the work or organization of the A21 Campaign, such as following any of the A21 social media platforms or communicating with survivors of human trafficking.
Target Audiences & Message: Our targeted audiences are both upper and lower Biola students, male and female, so that they may increase awareness and voluntarily serve toward the cause in order to benefit their community. (Behavior)
As a team, we pitched an A21 informational night with A21 organizational speakers to resident advisers and directors, created posters and social media content, and spread word to the student body. The event was a success!
Summative Research:
After collective feedback from Facebook, SnapChat, and the in-person A21 Info Night campus, at least 425 Biola University students learned about A21’s efforts to fight human trafficking (raising awareness by about 8%). We also received 53 handwritten cards from students to survivors, and A21’s social media following grew by 10%. Their Facebook page received 86 more visits and 820 more ‘likes’, while their Twitter received 1.7k more followers and 63 more subscribers on YouTube!