AMREF 'Status of Africa' direct mail and social media campaign

African health development charity AMREF and BBH London turned to direct mail when they needed a cost-effective way to launch a new social media app.

The Status of Africa Facebook app allowed people to lend their Facebook or Twitter account to a real mother or midwife in Africa for five days, raising awareness and driving donations to the charity.

To get the campaign off the ground, they mailed influential bloggers and journalists a matchbox containing the basic items which could save a woman’s life when giving birth in remote areas, perhaps with no medical supervision.  

There were more than one thousand app downloads, as well as 50 blog posts and a staggering 2.8million Twitter mentions.

Read more about integrating direct mail and social media.

To download a full case study of the AMREF campaign, click below.