Digital Campaign of the Week: One

The charity hopes to replicate its US success by pushing global poverty up the UK election agenda with the One Vote 2010 Campaign

One Vote 2010
One Vote 2010

What is it?

An online campaign, One Vote 2010, that aims to give voters a single space to express their concerns about global poverty and help shape policy in the run-up to the general election.

The charity hopes to replicate the success it found with its campaign during the run-up to the 2008 US election, which mobilised tens of thousands of supporters and, according to the charity, helped shaped both Republican and Democrat international development policies.

How does it work?

The site offers exclusive video interviews with Gordon Brown, David Cameron and Nick Clegg, who outline their plans to tackle global poverty.

"A major aim was to get the party leaders on the record," says Zander Woollcombe, One's government relations manager. "We've got something to hold them to account with after the election."

Another tool – the Big Issue - allows voters to highlight the single global issue that is most important to them, such as debt cancellation or education. They are rewarded by seeing their choice in a user-generated tag cloud, and with their name appearing in a real-time news ticker across the front of the site.

Members and supporters are also invited to talk to their local candidates about global poverty, then contribute to the site's blog.

How is it being promoted?

Through social media, particularly its lively Facebook page. The site has also attracted coverage on poltiical blogs such as Labour List and Liberal Democrat Voice.

"It helps voters engage their local candidates on global issues, just as they did in the Obama campaign," says One’s Europe director Oliver Buston. "This just wasn’t possible before the rise of social media."

Was there an agency involved?

Digital agency Enable Interactive developed the digital marketing strategy.

Third Sector’s Verdict

Securing on-the-record commitments from the three main party leaders is a major coup that guarantees coverage elsewhere on the web.

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