6th October, 2011
AMREF UK campaign runner up in European Digital Communications Awards
AMREF UK’s hugely successful social media campaign, Status of Africa: Mothers’ Day 2011, was honoured with second prize at the European Digital Communication Awards which took place on September 30th this year in Berlin.
The competition was fierce, with over 500 applications being submitted for this year’s awards in categories ranging from Academic Research to Online Strategies. AMREF’s application was considered so strong that we were asked to participate in a symposium panel discussion on successful digital engagement at the event.
The evening was a great success with shortlisted applicants, jury members and other leading communication professionals from across the continent attending a gala and awards ceremony at the glamourous Ritz-Carlton in Potsdammer Platz.
AMREF UK’s Status of Africa campaign reached millions of social media users over the ten days that the project ran in March this year.
The campaign featured an application which allowed users to lend their Facebook and Twitter statuses to an African mother or midwife who AMREF works with for five days. These women provided two daily updates from their lives, drawing users' attention to the one in 22 African women who die in pregnancy or childbirth.
More than 6,760 people lent their Facebook status to an African woman and over 2.9 million people were either exposed to tweets mentioning AMREF or the campaign, or viewed the Facebook app page whilst logged on in Facebook or Twitter.
The campaign has now been shortlisted for the Campaign BIG awards, a national award for marketing campaigns – so watch this space for more news on AMREF UK’s success!
Read more on the Status of Africa Mothers’ Day 2011 appeal.
Find out more about AMREF’s work with women.