DLV BBDO, Milan / ACTIONAID / 2014
Following the strategy of using the two most popular social networks in Italy, Facebook and Twitter, we created the DonateYourProfile project. This focused not a monetary donation, but a Facebook and Twitter profile donation. Here people could become the voice for ActionAid’s activism stories by donating their social profiles. On the website donailtuoprofilo.it, connected with the users' social profiles, people could choose one of our activism stories about Ajmira, Abel, Emelyne and the G.Rodari school in L’Aquila and donate them their profile picture, cover and wall. Many brands, celebrities and users joined the initiative by donating their profiles, creating a media space for our initiative.
The campaign quickly went viral, making #donailtuoprofilo the fifth most important trending topic on Twitter in Italy. We had 152,000 visits to donailtuoprofilo.it in the first few days after the launch, 79 million media impressions after 3 weeks and visits to the actionaid.it website increased by 168%. And thanks to these results ActionAid managed to help the 4 protagonists of the project.