ONE, co-founded by Bono of U2, is an international advocacy organisation of more than seven million members taking action to end extreme poverty and preventable disease, particularly in Africa.
In recent years, ONE’s members have played an important role in persuading governments to support effective programs and policies that are making a measurable difference in fighting extreme poverty and disease. Women and girls around the world are impoverished at disproportionate rates for a variety of reasons. Girls may be forced into marriage at an early age and prevented from attending school, for example, or they may be prevented from owning the land they maintain because of their gender.
Poverty is Sexist
In 2015, ONE launched its “Poverty is Sexist” campaign to spread these messages—and curated social content played a key role in the campaign. ONE asked people around the world to post a #Strengthie of themselves posing like Rosie the Riveter. They also asked participants to tag the women in their life whose strength they admire and use hashtag #WithStrongGirls.
Stackla provided the technology that allowed ONE to aggregate all the posts using its hashtags. A curated stream of these photos was displayed in a social hub on ONE’s website. The organization has aggregated more than 5,700 photos since the start of the campaign—including posts from celebrity supporters Malala Yousafzai, Shonda Rhimes, and Mary J. Blige.
The campaign built up to an unforgettable weekend in September where leaders from around the world convened at the United Nations General Assembly in New York to announce new Global Goals to end extreme poverty.
ONE partnered with the Hudson Hotel in Manhattan to create a two-night display of the #Strengthies, which were projected onto the exterior of the hotel. The display featured tens of thousands of social media posts that night—and the names of more than 1 million people who signed the “Poverty is Sexist” petition were handed directly to United Nations Secretary General Ban Ki-moon. World leaders responded by promising to achieve gender equality and empower all women and girls by 2030, as part of Global Goal 5.
ONE leverages Stackla technology for all of its campaigns. “Stackla is always part of the conversation when in campaign planning stages,” says Helen Hector, Digital Content Manager at ONE. “We want to reflect all the great social activity created by our supporters and pull it all into one place. It means we can make sure the voices of our supporters in Europe, Africa, the US—wherever they are—are heard directly by world leaders. Stackla is great at pulling all this social content together and bringing our campaigns to life.”