Human rights charity seeking to raise money through social media for campaign targeting Shell
Amnesty International is putting its next marketing push in the hands of consumers after developing a protest ad targeting Shell that will only appear in newspapers if it raises enough money via Facebook, Twitter and blogs. This is the first time, the charity says, that it has sought to use fundraising to pay for a campaigning ad. Amnesty hoping an Obama-style online drive will raise the funds needed to get the ad into national newspapers. Amnesty’s full-page ad, which is being timed to coincide with Shell’s annual general meeting on 18 May, attacks the oil company for alleged environmental transgressions in the Niger Delta region of Nigeria. The charity is running the mass online appeal using Facebook, Twitter, MySpace and its own network of bloggers to drum up enough funds to pay for media space in the national press.