FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)

CLICKTIVISM: THE NEXT STAGE IN ONLINE ACTIVISM
Utilizing the New Era of Hyperconnectivity for
Social Good
By: Neetya Sarin
Photo: Carl Heyerdahl - Unsplash

1
BRIEF INTRODUCTION TO CLICKTIVISM
Is it enough?
Photo: William Iven - Unsplash

Clicktivism is described as “the use of digital media for
facilitating social change and activism.” [1]
While clicktivism is generally seen as simply supporting and
promoting a cause on social media, it can take on many
other forms:
1. Organizing protests (Women’s March on
Washington) [2]
2. Facilitating boycotts (Boycott Whole Foods) [3]
3. Crowdfunding (Kickstarter)
4. Circumventing news blackouts (Gezi Park
Protests) [4]
What is
Clicktivism?
Photo: Kayle Kaupanger - Unsplash

But is it enough?
While beneficial, clicktivism on its own does not promote real change.
Relevant clicktivism, coupled with a large-scale campaign, can lead to
effective results and meaningful change.
Photo: Domenico Loia - Unsplash

On average, it takes
7 to 8
exposures to motivate someone to
take action. So any help with
awareness is a boon.
We live in a world of overexposure, where we are
unable to pay attention to one thing for an extended
period of time.
In fact, our digital lifestyles have made it extremely
difficult for us to stay focused, with the human attention
span shortening from 12 seconds to just 8 seconds in
under two decades. [5]
That’s less than the attention span of a goldfish! [6]Benefits of
Clicktivism
“
[7]
Photo: Thomas Vimare - Unsplash

So what does clicktivism really do?
Clicktivism is not intended to solve problems.
Its goal is to bring awareness to a cause that we otherwise
would not know about. [7]
Photo: Tim Umphreys - Unsplash

Communicating
to the
Masses
As more and more people actively engage with social
media, new opportunities are created - for individuals and
organizations alike - to spread ideas and messages that
would otherwise have been impossible to spread.
Social media users… [8]
.
Why not leverage this for social good?
Photo: Carl Heyerdahl - Unsplash
Spend
18 hours
on social media daily
58
seconds
Frequency of new
uploads to Facebook
Photo: Denys Nevozhai - Unsplash

The real power of social media, compared to that of
passive mass media, is that it can be utilized by any
individual or self-organizing group for a common goal. [9]
To ensure meaningful change is created, one must be careful in how
they go about their cause, or they run the risk of nothing happening.
Photo: Matthew Henry - Unsplash

2
FAILED ATTEMPTS AT TANGIBLE IMPACT
A click is not enough.
Photo: Jerry Kiesewetter - Unsplash

#BringBack
OurGirls
Photo: Braden Barwich - Unsplash
#BringBackOurGirls was a social media campaign intended
to raise awareness on the kidnapping of 276 schoolgirls in
Chibok, Nigeria in April 2014, by terrorist group Boko Haram.
[10]
3 million retweets were sent using
the hashtag, and worldwide attention
was garnered - with everyone from
supermodels to the First Lady of the
United States adding their selfies to the
mounting social media noise.
But despite all this, only 57 of the girls were able to escape
and 219 are still missing [11], likely sold off as child brides or
slaves or are dead. [12]

11
11
Photos: SlidesCarnival;
@flotus - Twitter
#BringBackOurGirls gained extensive mainstream media
coverage and worldwide attention. Although a noble cause,
the campaign was not structured to succeed as it was
targeting an unrealistic goal. Boko Haram wasn’t going to
respond to social and political pressure.
One year ago the world stood
with a small Nigerian
community to demand "bring
back our girls." Today, there
may be no one to bring back.
“
”
[13]

Photo: Olu Eletu - Unsplash
3
CLICKTIVISM GONE RIGHT
Analyzing successful social media campaigns.

Clicktivism
Gone Right
When organizations properly utilize clicktivism, a lot of
positive and meaningful change can be created as a result.
Two key examples of clicktivism gone right are the ALS Ice
Bucket Challenge and Unicef Tap Project.
Both the ALS Association and Unicef used social media for
social good. By incorporating large-scale campaigns
tailored specifically towards promoting and measuring...
individual contribution
&
overall tangible success
.
...both organizations ensured success for their causes.
.
Photo: Stephen Arnold - Unsplash

ALS Ice
Bucket
Challenge
Photo: Lubomirkin - Unsplash
The ALS Ice Bucket Challenge was a social media campaign
which took place in Summer 2014. The challenge involved
either dumping a bucket of ice water on one’s head within 24
hours of being nominated, or donating $100 to ALS research.
The Ice Bucket Challenge received worldwide attention and
recognition, with many celebrities and influencers also
getting involved. [14]
.
The ice bucket challenge is
raising awareness by being
inclusive, fun, humorous and
touching. It is a true viral offline /
online campaign, and a great
blueprint for other non-profits to
follow.
“
[7]

89,526,124$
That’s a lot of money
100%
Total success!
185,244 users
And a lot of users
15
$15.6M
Raised between
July 29 and August
18.
800%
Increase from what
was raised for ALS
research in the
same period the
previous year. [7]
15
The Ice Bucket Challenge took social media by storm and
made a positive impact at the same time.
Awareness about ALS created during the challenge has led
to practical outcomes even offline.
Participation in traditional fundraising activities (eg. Walk for
ALS) has increased by at least 30% since the challenge.
[15]
In 2016, scientists discovered a new gene which is
associated with 3% of ALS cases, using funds raised during
the Ice Bucket Challenge. [16]
Photo: SlidesCarnival

UNICEF Tap
Project
Photo: Nazim Avci - Unsplash
The UNICEF Tap Project was a social media campaign
launched originally in 2007, and revamped in 2014. By going
to the Tap Project website on their smartphones, users were
challenged to not touch their phone for as long as they
could. For every 15 minutes of digital detox that participants
underwent, UNICEF's sponsors donated the monetary
equivalent of one day of clean water to help children in
need. [17]
. Taking something away from
yourself...allows you to reflect. The
UNICEF Tap Project resonates with
people...because we keep tying the
campaign back to everyday situations
that help people relate to the cause
better. [18]
~ Droga5, Creators of
UNICEF Tap Project

In 2014, 2.6M people from 25 countries around the world
participated in the UNICEF Tap Project. [19]

Total success!
18
$1.6M
Raised towards
clean water
initiatives in 2014.
350K
Referrals to the
campaign sent
through
Facebook. [19]
18
The UNICEF Tap Project is a shining example of persuasive
social media mastery. Through organized social media
posts, a user-friendly app interface, and an innovative
approach to clicktivism, UNICEF succeeded in raising
awareness and funds for its cause.
The impact of the campaign doesn’t just end at digital
detoxing. Within just one month of the app being released,
14.1K people signed up to volunteer with the Tap
Project, and 1.2K people signed the Water for the World
Act [20], an important piece of legislation which aims to
address the needs of the 2.5 billion people who do not have
access to a toilet and the 750 million people who still live
without safe drinking water.
Photo: SlidesCarnival

But how can you ensure your campaign is as successful as
the Ice Bucket Challenge and Tap Project, and not a dead
end?
For a campaign to be successful, one must be careful in how they go
about their cause, or they run the risk of nothing happening.
Photo: Melanie Robitaille - Unsplash

4
SUCCESS IS ATTAINABLE
Achieving the best results possible.
Photo: Vlad Tchompalov - Unsplash

Follow up
‘liking’ with
real-world
action
Photo: Jakob Owens - Unsplash
Social media gives us a power unmatched in history to bring
key causes and issues to the attention of millions. But for
true impact and change to be made, a click is not enough.
.
Social media has become a powerful,
if not essential tool for connecting
causes with those who might support
them. But organizations and activists
must learn that it's not enough to
simply launch a hashtag or video
meme and hope it goes viral. There
must be a plan to engage supporters
once they've clicked, and keep them
engaged, even after the hashtag
stops trending.
“
[21]
~ Craig & Mark
Kielburger

Tips for
Success
Photo: Olu Eletu - Unsplash
1. Be social
Create a sense of belonging.
2. Tell a story
Humans love a good story! Sharing photos, videos
and impact stories encourages people to take a
look and get involved.
3. Go local
Causes which lead to local impact receive stronger
public support. [22]
4. Make your goals attainable
Awareness is great, but if you want change, ensure
your goals are realistic.

Final Thoughts
As with any stand-alone actions, online petitions and hashtags cannot
sustain a campaign by themselves, and are unlikely to create meaningful
and impactful change. But when combined with offline actions, media
coverage, and grassroots activism, those very same online actions can
bring new voices into a campaign and generate direct action. [23]
Photo: Jamie Street - Unsplash

References
[1] "What Is Clicktivism". Clicktivist, http://www.clicktivist.org/what-is-clicktivism/.
[2] Da Silva, Michelle. "Why You Should Go To The Toronto Women’S March On Washington". NOW
Magazine, 2017,
https://nowtoronto.com/news/why-you-should-go-to-the-toronto-womens-march-on-washington/.
[3] McCormack, David. "Whole Foods Threatened With Boycott By Liberal Customers After CEO Compares
Obamacare To 'Fascism'". Daily Mail Online, 2013,
http://www.dailymail.co.uk/news/article-2264307/Whole-Foods-threatened-boycott-liberal-customers-CE
O-compares-Obamacare-fascism.html.
[4] "Gezi Park Protests". Amnesty International, 2013, https://www.amnestyusa.org/files/eur440222013en.pdf.
[5] Borreli, Lizette. "Why A Goldfish Probably Has A Better Attention Span Than You". Medical Daily, 2015,
http://www.medicaldaily.com/human-attention-span-shortens-8-seconds-due-digital-technology-3-ways-
stay-focused-333474.
[6] McSpadden, Kevin. "You Now Have A Shorter Attention Span Than A Goldfish". Time Magazine, 2015,
http://time.com/3858309/attention-spans-goldfish/.
[7] Sharma, Ritu. "Stop Pouring Ice On Clicktivism". Huffington Post, 2014,

References
[8] Matrix, Sidneyeve. "Module 03 - Mobile Technologies". 2017,
https://onq.queensu.ca/d2l/le/content/117252/viewContent/937228/View.
[9] Bresciani, Sabrina, and Andreas Schmeil. "Social Media Platforms For Social Good". IEEE, 2012,
http://ieeexplore.ieee.org.proxy.queensu.ca/document/6227944/?arnumber=6227944&tag=1.
[10] Shearlaw, Maeve. "Did The #Bringbackourgirls Campaign Make A Difference In Nigeria?". The Guardian,
2015, https://www.theguardian.com/world/2015/apr/14/nigeria-bringbackourgirls-campaign-one-year-on.
[11] "Bring Back Our Girls | Now And Alive". Bringbackourgirls.Ng, http://www.bringbackourgirls.ng/.
[12] Winsor, Morgan. "Nigeria Chibok Kidnapping: Boko Haram Likely Killed Schoolgirls Last Month, Report
Says". International Business Times, 2015,
http://www.ibtimes.com/nigeria-chibok-kidnapping-boko-haram-likely-killed-schoolgirls-last-month-report
-says-1870710.
[13] Kielburger, Craig, and Marc Kielburger. "One Year Later, #Bringbackourgirls Shows The Limits Of
Clicktivism". The Huffington Post, 2015,
http://www.huffingtonpost.ca/craig-and-marc-kielburger/clicktivism-bring-back-girls_b_7081706.html.

References
[14] Stampler, Laura. "Here Are The 27 Best Celebrity Ice Bucket Challenge Videos". Time Magazine, 2014,
http://time.com/3111965/here-are-the-27-best-celebrity-ice-bucket-challenge-videos/.
[15] Tzouvara, Maria. "In The Age Of Clicktivism: The Use Of Social Media In Facilitating Participation And
Social Change". NEW MEDIA ACTIVISM, 2016,
https://wpmu.mah.se/nmict161group2/2016/03/02/in-the-age-of-clicktivism-the-use-of-social-media-in-f
acilitating-participation-and-social-change/.
[16] Rogers, Katie. "The ‘Ice Bucket Challenge’ Helped Scientists Discover A New Gene Tied To A.L.S.". The
New York Times, 2016,
https://www.nytimes.com/2016/07/28/health/the-ice-bucket-challenge-helped-scientists-discover-a-ne
w-gene-tied-to-als.html?mcubz=0.
[17] Dineen, Jessica. "How The UNICEF Tap Project Brought Safe Water To Over 500,000 People". UNICEF
USA, 2017,
https://www.unicefusa.org/stories/how-unicef-tap-project-brought-safe-water-over-500000-people/3064
3.
[18] Beer, Jeff. "If You Can Stay Off Your Phone For 10 Freaking Minutes, Kids In Need Will Get Clean Water".
Fast Company, 2014,
https://www.fastcompany.com/3026732/if-you-can-stay-off-your-phone-for-10-freaking-minutes-kids-in-n

References
[19] Stern, Caryl M. "In Praise Of Clicktivism". Huffington Post, 2015,
http://www.huffingtonpost.com/caryl-m-stern/in-praise-of-clicktivism_b_6978314.html.
[20] "UNICEF Tap Project Supporters: Your Impact So Far". UNICEF USA, 2014,
https://www.unicefusa.org/stories/mission/survival/water/tap-project/unicef-tap-project-supporters-you
r-impact-so-far/7579.
[21] Kielburger, Craig, and Marc Kielburger. "Global Voices: 'Liking' Must Be Followed Up With Real-World
Action". Times Colonist, 2015,
http://www.timescolonist.com/life/global-voices-liking-must-be-followed-up-with-real-world-action-1.182
0728.
[22] Matrix, Sidneyeve. "Module 04 - Social Good". 2017,
https://onq.queensu.ca/d2l/le/content/117252/viewContent/937354/View.
[23] Moore, Garth. "When Clicking Counts: In Defense Of Slacktivism And Clicktivism". ONE, 2012,
https://www.one.org/us/2012/05/03/when-clicking-counts-in-defense-of-slacktivism-and-clicktivism/.
All icons sourced from SlidesCarnival.
All images sourced from SlidesCarnival and UnSplash, and have Creative Commons license. Each
photographer is credited on their image.

FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)

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