Social media can make a social change

Across the digital universe, brands are asking consumers to click for the good of the planet.

GE wants consumers to tag green innovations in their neighborhood on an interactive map and then check in while on Foursquare. Danone puts a call out on Facebook and Tumblr for photos that celebrate the environment. Starbucks asks consumers to pledge to switch from paper cups to reuseable mugs – and then publicize it to all their friends.

These social media-driven initiatives are naturally intended to build greater awareness of the brand’s own social responsibility positioning. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour? Can social media help build a more sustainable society, one campaign at a time?

What was our project about?

The training course “PR and NGO = work well done” included participants from 11 countries, from EU (BG, LTH, RO, SLO)+ programme country Croatia and Turkey and promoters from Easter partnership countries(Georgia, Armenia, Azerbaijan, Ukraine, Moldova) representing NGO organisations. During the project participants improved knowledge and developed skills for improving quality of youth activities and develop capabilities of their organisations in the  field of Public Relations, their tolls and managemenet. Being aware of the fact that volunteering projects are a great chance for acquiring skills, participants also had the opportunity to get information of the topic and use the quality practice not only for self development, but for multi playing and work with volunteers. Special accent was done on the Eastern Partnership window and from 02.04 to 10.04 we build up misunderstanding of PR in general, recognize the key areas of Marketing involvement as a tool for self-promotion and promotion of organizations activities,  and to make familiar the basic concepts and principles of Marketing Management of NGOs.. Special attention was given on promotion of organisation as toll to spread awareness of its work which is important when you are active in NGO and improve their work with volunteering. The group composition was of great value to the ICL process with including different regions and social inclusion was tackled as a topic.  Through non formal learning methods, starting with ice breaking and creating group spirit, building team going trough simulations, presentations, practice  interactive work, problem solving, making analysis of needs, media etc, writing letters to editors, making interviews, making long term plans, tools, real life situations and giving information to participants we build up positive environment, helped by experienced trainers. Obtaining contact with media and making sustainable effect was of crucial importance in general and when promoting the organisations and the Youth in Action Programme. The project was held in Tbilisi, Georgia.