Digital Campaign of the Week: Merlin

The medical aid charity wants online supporters to help it lobby the UN on the millennium development goal for health

Merlin's Hands Up for Healthworkers microsite
Merlin's Hands Up for Healthworkers microsite

What is it?

A microsite that features an interactive world map on which health professionals working in volatile parts of the world are highlighted. The site allows users to select a worker, then "put their hand up" to suport them and their work. 

Supporters' names are automatically added to a petition that Merlin is taking to the UN summit on millenium development goals in September 2010

"We will lobby the UN to invest in health workers in fragile states as a way to achieve the millennium development goal pertaining to health," says Farzad Yazdanparast, the charity's senior web and communications officer. 

Why a microsite?

Because the charity wanted to connect people directly to what is happening around the world, says Yazdanparast. The microsite offers one-on-one personal interaction and enables people to hear health workers' stories in their own words. 

How is it being promoted?

By a viral promotion. Each time somebody raises a hand for a health worker, they are given the names of three other workers to send to friends. The charity is also running keyword search advertising on Google

How much did it cost?


Third Sector's verdict

A clear and innovative site that encourages support by allowing people to see and hear from those they are helping.


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