Convio Innovator Awards 2011: Best Use of New Media (Social/Mobile)
Best Use of New Media (Social/Mobile)Integrating social networks, mobile tools and custom applications with Convio
to increase engagement opportunities for supporters.
The Human Rights Campaign: “Coming Out for Equality” Facebook App
125,000 people donated their Facebook status for equality, which resulted in ~16.3 million newsfeed impressions.
The Human Rights Campaign (HRC) is the largest national lesbian, gay, bisexual and transgender (LGBT) civil rights organization. HRC works towards an America where LGBT people are ensured their basic equal rights and can be open, honest and safe at home, at work and in the community.
Challenges, Innovation & Results
HRC needed to create new ways for its audience to engage with the organization’s tools and resources around coming out as LGBT or in support of LGBT equality, as well as raise awareness around NCOD. HRC also wanted to use social media to expand its reach and engage more people.
HRC created a “Coming Out for Equality” Facebook application that allowed supporters of equality to use social media to express their support for equality for LGBT Americans and straight allies. The application highlighted actions that were rolled out each week leading up to NCOD.