Campaign: Crisis in Darfur
Winner: United States Holocaust Museum & Google
Seeing historical parallels to its own cause,executives at the U.S. Holocaust Memorial Museum in Washington D.C, envisioned an opportunity to educate vistors about the ravaging
effects of the ongoing genocide against the people of Darfur.
A Bird's Eye View
Teaming up with Google, the museum's PR team created a campaign entitled "Crisis in Darfur" that incorporated the use of satellite imagery with layers of data and multimedia in
Google Earth. The BrightEarth Project, an outside volunteer organization, was recruited in the effort to seek out the data and imagery.
Using the satellite imagery, users were able to see the impact the genocide in Darfur has had on regions, villages and even individual homes. Images of the charred remains of
villages on Google Earth, coupled with a multitude of refugee camps housing tens of thousands of displaced people, showed incontrovertible proof of the tragic devastation. Viewers
could click on icons and read about the villages and the people who lived there. A "How can I help" link sends users to a Web site (http://www.ushmm.org/conscience/alert/darfur/what), which offers ways that they can confront the genocide.
Mission Accomplished
Launched on April 10, 2007, Crisis in Darfur has since garnered international attention. The project was covered worldwide by media outlets and in many different languages,
from Arabic to Dutch. Teachers, aid workers and activists are now using it to show what the effects of genocide looks like.
Other results from the campaign were the following:
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The Museum's Web site is receiving 50% more traffic than it did prior to the Crisis in Darfur effort;
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International visitation has increased from 29% to 52%;
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The number of hits from the Sudan has multiplied more than tenfold;
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Nearly 200,000 visits have been made to the "What Can I Do" (to Prevent Genocide) page since the launch; and
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Subscriptions to the e-newsletter (related to genocide prevention) saw a boost of 1,000 to 1,200 new subscribers in the month after the launch--seven times the monthly
average.
Honorable Mentions
Fallon Worldwide, Children's Defense Fund: Elect Susie Flynn--Speaking out for children without health coverage, the team created a campaign starring 10-year-old Susie Flynn.
By using a child as a figurehead, they successfully advocated for a situation in dire need of attention.
The International Tiger Coalition: End Tiger Trade--To discourage China from lifting its ban on tiger hunting, the International Tiger Coalition used the country's pride to its
advantage. Knowing that officials are very protective of China's global image, the campaign underscored other nations' concern for China's tigers, which helped convince China to
keep the trade illegal.
American Heart Association: HEART for Women Act--To inform women about the risks of heart disease, AHA launched a "Red Dress Paper Doll" petition to demonstrate to Congress the
widespread support for the HEART for Women Act. By using multiple avenues to advocate the Act, the AHA team reached more people than a single-event campaign could.
TIAC, Impact Public Affairs--TIAC set out to prevent the elimination of rebates for international tourists in Canada. An online petition showed the government how many people
were against the cancellation, leading to the desired outcome.