WorlD Malaria Day TWiTTer War
Case sTuDy
The challenge
Malaria No More, a not-for-profit non-governmental organization dedicated to
ending malaria deaths in Africa, wanted to raise the profile of World Malaria
Day, increase awareness of the malaria problem in Africa and promote Malaria
No More’s mission to end malaria deaths. Once Ashton Kutcher challenged
CNN, the goal was to leverage an experiment in new media versus old media,
with the net result for social good.
Campaign budget
US $0.00.
Target audience
Twitter users and anyone with a pulse to social media and social good.
167