In a seamlessly connected world, status updates and real-time Tweets can often be taken for granted. And our ability to inform the online public of the details of our everyday lives is seldom recognized as a platform that can be extended to others.
Recently, BBH London teamed up with AMREF (the African Medical Research Foundation) to use others’ social media networks as a tool for storytelling—introducing a new methodology to the idea of identity politics and untold global insight.
The idea, explained on the BBHLabs blog, works like this:
“The idea is that you simply lend your Facebook status to one o 7 Africans, thereby giving them the opportunity to let more people know about their lives. Your status is updated morning and afternoon for 5 days on your behalf, with the real stories of daily life in Africa. As part of the sign-up process, you can also lend your Twitter account, and even your Facebook profile picture to your choice of person – from a Nairobi streetkid or a Nomadic tribe member to a Flying Doctor or Traditional Birth Attendant.”
Backed by spirits vendor Diageo and the Johnnie Walker team, is designed to create awareness and drive donations to AMREF.
On the thinking behind the project:
“We were inspired by the fact that we are personally able to divulge the minutiae of our lives on a whim via Facebook, and that people in our social circle pay attention to these bitesize updates. We thought that if we could translate that platform to broadcast revealing and hard-hitting truths on the state of daily African life, it would be effective and create a buzz.”