Amnesty International-Netherlands recognized the power of text-messaging technology (also known as short-messaging service, or SMS) to attract new members, build awareness of the campaign against torture and engage new people - particularly YOUTH - in quickly responding to cases of torture through Urgent Action appeals. The initial result was 520 new members gained directly from SMS participation with over 5,000 additional people becoming active in the SMS urgent action campaign. This case study puts special emphasis on how Amnesty took advantage of SMS technology to build a new constituency among young people.
Year of Publication: 2004
Author(s): Anneke Bosman
|Sending Out an SMS (English)||877.98 KB|