©Sanjog Manandhar
2023-12-04
Campaigning for People Centred SDG Implementation - Amplify your messages through social media campaigning
CSOs can use media outreach and social media campaigning to amplify their messages on the 2030 Agenda and to reach a wider audience. They can share their stories and perspectives on SDG implementation, and they can mobilize others to take action.
CSOs can use social media to raise awareness of the HLPF and the SDGs, to share their perspectives, and to mobilize others to take action.
Here are some specific ways that CSOs can use social media to achieve these goals:
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Use graphic design software to create your content: Many good quality and free of charge options exist online. For instance, Canva offers its premium version to nonprofits for free, provided they can prove their status. If Canva for Non-Profits or Canva’s free version don’t suit you, you can check out these 10 alternative softwares.
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Run social media campaigns: CSOs can run social media campaigns to raise awareness of specific SDG-related issues or to mobilize others to take action. Social media campaigns can include various activities, such as using hashtags, posting videos, and encouraging people to share their stories. You should also use available resources online. For instance, the UN has many high-quality communication materials on the SDGs, such as visuals and pictures, that you can download for free here. At the end of this document, you can find a step-by-step guide that can get you started to create a successful social media campaign.
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Support our global campaigns for a prompt implementation of the 2030 Agenda with complete and meaningful engagement from civil society organizations.
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Join the #Act4SDGs campaign to highlight the collective power of individuals. The Global Week to #Act4SDGs takes place in September and aims to show leaders that civil society cares and is ready to take action on important goals. Click here to see how our member in Zimbabwe, NANGO, engaged in this year’s Act4SDGs campaign.
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Join the #LeaveNoOneBehind campaign to show your commitment to this A2030 principle, working towards eliminating poverty, discrimination, exclusion, and inequalities for the benefit of all humanity.
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Join the #SDG16Now campaign to support quick action for SDG16, promoting peaceful, just, and inclusive societies as the 2030 halfway mark approaches.
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Join the #UNmute civil society campaign to create a supportive space for civil society, both nationally and within the UN, to ensure their active involvement and make them an integral partner.
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Monitor social media conversations: CSOs should monitor social media conversations about the HLPF and the SDGs to identify opportunities to engage with people and share their perspectives. We recommend researching and engaging with key actors in the implementation of SDGs in your country. This can include political figures and other influential people such as activists, artists and known entrepreneurs.
©Activist group - Chile
Step-by-step guide to create a successful social media campaign
1. Know Your Audience
Identify your intended audience: consider age groups, genders, interests and values. Take into account that understanding and awareness of Agenda 2030 (A2030) and Sustainable Development Goals (SDGs) differ across countries, and individuals may perceive the significance of various SDGs based on their demographic characteristics. For example, younger individuals often prioritize Climate Change, while others may be more interested in Quality Education, Biodiversity and Gender Equality. We recommend dedicating time to researching your target audience, understanding their awareness of the SDGs, especially the ones you work with, and identifying effective methods to engage them on these matters.
2. Define Your Goals
What you want to achieve? Is this campaign going to raise awareness about a cause, specific SDGs, or encourage specific actions ?
Remember to keep your campaigning specific, such as focusing on a policy change or a specific SDG related action, as this is more tangible than a broader issue, hence more comprehensible and interesting for the general public.
3. Choose the right social media platform(s)
Choose the social media platform(s) that align with your objectives and your audience. Different platforms cater to diverse user demographics, considering factors such as occupation, age and gender. Additionally, each platform serves a distinct purpose, influencing its usage patterns. For example, Instagram excels in storytelling and visual inspiration, while X (ex-Twitter) is most effective for networking, news dissemination, and information sharing. For further insights into additional social media platforms, including their demographics and recommended uses, you can refer to this article. Forus members are usually active on several platforms, including Facebook, X, Instagram and Linkedin.
4. Create Content
Your content may encompass narratives, visually appealing graphics, and concise videos showing your network's efforts and impact on specific Sustainable Development Goals (SDGs). But how do you do this? Creating engaging and shareable content involves several steps. Firstly, ensure a consistent posting schedule, ideally 2 or 3 times a week. Incorporate relevant hashtags and tag individuals – including followers, partners, influencers, and other organizations – in your posts. Foster engagement by responding to audience comments and sharing interactive content. Actively follow and engage with influencers, whether individuals or organizations, through likes and comments on their posts. In platforms such as X, repost relevant content, perhaps created by your own members. If feasible, integrate social media buttons on your website that link directly to your accounts. Take a look at our member in Brazil (ABONG)’s Instagram profile and X profile to get a glimpse of the diverse content that can be found on an engaging account. For more detailed information, please refer to points 5 to 9.
5. Utilize Hashtags
CSOs should integrate relevant hashtags into their social media posts to broaden their audience reach. Examples of such hashtags encompass #HLPF, #SDGs, and #sustainabledevelopment. A different strategy entails tracking influencers and CSOs aligned with your mission and examining the hashtags featured in their posts. You can also develop and promote a unique branded hashtag and encourage your followers to use it when sharing content related to your campaign (i.e. #LetsTalkDigital)
When sharing posts for a specific official campaign, use the corresponding hashtags. It’s also necessary to consider tagging influential people such as politicians when there are specific requests related to the campaign. You can get the correct tags and hashtags on the campaign's official website. As an example, check out how Forus used its toolkit during the UNGA and SDG Summit in 2023.
Additionally, find examples of whom to tag on X below:
- At the UN: @UN, @antonioguterres, @AminaJMohammed, @UN_PGA
Forus partners: @NGOMajorGroup, @TAPNetwork2030 @whiteband, @CIVICUSalliance, @Action4SD.
Forus members: find a list of handles here.
Regional tags: e.g. @EU_Commission @_AfricanUnion
- At country level:
Your country's president/prime minister and other world leaders actively engaging with the 2030 Agenda ahead of the SDG summit - eg. @POTUS President of the United States, or @miaamormottley Prime Minister of Barbados and @JustinTrudeau Prime Minister of Canada (both co-chairs of the Sustainable Development Goals Advocacy Group since 2022), @LAZARUSCHAKWERA President of the Republic of Malawi, @JoseRamosHorta1 President of East Timor, @LulaOficial President of Brazil, @PresidentIRL President of Ireland.
- For additional UN Mission X handles, click here.
Keep in mind that the efficacy of hashtags can fluctuate across platforms and over time, necessitating ongoing research and adaptation of your hashtag strategy to align with the specific objectives and audience of your CSO Additionally, staying informed about trending and relevant hashtags and tags within your cause area is essential.
6. Leverage Multimedia
Use a mix of visuals and multimedia content. The most popular social media platforms usually support images and videos, so take advantage of these features. You can also diversify your posts by using music, gifs, slideshows, graphics, interactive content such as quizzes and polls, AI filters and lenses, 360-degree videos and photos, stories, and podcasts. In order to engage more with your audience, you can also encourage your followers to share their stories, pictures or videos related such as initiatives around the Global People's Assembly where content is shared and is co-created. Check out how CCC, our member from Cambodia, shares on X a small text, an image, and a link to a video to advocate against pharmaceutical monopolies.
7. The Power of Stories
While acronyms like SDGs might not resonate with many, narrating the stories behind initiatives such as leaving no one behind, eradicating extreme poverty, and ensuring universal access to education and healthcare, as well as promoting gender equality, can connect with a broader audience. Spotlight your community's needs and priorities. Check out this Instagram post encouraging individuals to engage in volunteer work for a Colombian NGO. It highlights the impact through the firsthand experiences of a past volunteer. On the other hand, an Indian NGO effectively showcases its commitment to SDG 4 by sharing the inspiring story of one of its students.
8. Engage Your Audience
Respond to comments, messages, and mentions promptly. Host live Q&A sessions, polls, or contests to keep your audience engaged and involved.
9. Inform
Consistently provide updates on the particular Sustainable Development Goals (SDGs) your network is focusing on. Inform your followers about actionable steps they can take to contribute, and share details about upcoming SDGs forums. Check out how our Nigeria member, NNNGO, engages with SDG 3 by creating an Instagram informative post on World Pneumonia Day. VANI, Forus member from India, similarly uses X to raise awareness on SDG 5 by posting on the International Day for the Elimination of Violence against women.
10. Use Analytics
Monitor the performance of your campaigns using built-in analytics tools on Instagram, X, and other social media platforms.
11. Call to Action
Mobilize the audience and inspire them to actively contribute. As an example, see how Unitas, Forus’ Bolivia member, calls to action to read and inform about a government statement that violates Human Rights. Additionally, see Forus’ Philippines member (CODE-NGO)'s call to action to join an informative session about climate change. Make sure to include your important, long-term calls to action (i.e. signing a petition) in your profile bio. Find here a selection of 15 campaigns on the SDGs!