Digital Campaign of the Week: Media Trust

Media Trust has launched a digital campaign to recruit more digital media volunteers to work with charities

Media Trust: Aiming to recruit digital experts for charities
Media Trust: Aiming to recruit digital experts for charities
What is it?
An interactive Digital IQ test on Facebook, which tests people’s knowledge of and affinity for different types of digital media.

It is the first part of a national campaign to encourage more media professionals with digital skills to share their expertise with charities and communities.

How does it work?

Players log on to Facebook and are then asked a series of questions about the digital world in six two-minute rounds covering themes such as history, creativity and business.

On completing the test, players are given a score they can use to rank themselves against other players and their friends. They are then given examples of how their skills could be useful to others.

Who created it?
Media Trust is working with Que Pasa Communications, a digital agency that creates branded content and applications for consumer brands, to deliver the whole campaign.

How is it being promoted?

It will be promoted in the national and trade press. It will also be publicised through Media Trust’s established Facebook and Twitter accounts.

Why did you decide to use this approach?

"We want to walk the walk and talk the talk," said Gavin Sheppard, director of marketing and communications at Media Trust. "We want to recruit people with digital media skills so we need to do that within a digital media environment – Facebook is the natural choice as it has connecting people digitally at its heart."

What do you hope to achieve with it?

Media Trust is hoping to find a raft of volunteers with digital skills and deploy them across the country with charities and communities that need digital support. They also hope to do some publicity work with the person who is crowned the ‘top digital genius’ with the highest score from the test.

Third Sector verdict

A well-designed, easy to navigate test, with questions that are challenging enough to create a useful ranking system. A great way to get digital gurus to engage with the campaign. Media Trust is utilising the most appropriate media for attracting people who are web-savvy.

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