ONE Campaign - United States
Launched in May 2004, The ONE Campaign is an effort to rally Americans to get involved in resisting global AIDS and extreme poverty. The ONE Campaign engages Americans where they tend to gather - in churches and synagogues, on the Internet and college campuses, at community meetings and concerts. ONE is being promoted with the help of a diverse coalition of faith-based and antipoverty groups, celebrity spokespeople such as U2 lead singer Bono, and corporate partnerships and local ONE Campaign organisers.
Communication Strategies
Centered around advocacy, this campaign urges Americans to contact their members of Congress and to engage their local communities in leading the fight against hunger, poverty, and AIDS around the world.
Step ONE in the effort involves signing the petition - either by visiting The ONE Campaign website or offline in communities across the USA. The petition, which includes the words, "We recognize that a pact including such measures as fair trade, debt relief, fighting corruption and targeting an additional one percent of the U.S. budget towards providing basic needs - education, health, clean water, food, and care for orphans - would transform the futures and hopes of an entire generation in the poorest countries". Participation in this pact is an effort to make it possible for Americans to show their leaders that they want to do more to respond to this crisis.
Communication was also key in launching and publicising this campaign. In May 2004, organisers held a rally in Philadelphia, PA, USA in an effort to raise awareness of the emergency posed by AIDS and extreme poverty in Africa and the world's poorest countries, as well as to celebrate organisations that are activating Americans to respond to this emergency. Participants included celebrities such as Bono, lead singer of U2 and DATA co-founder; Dikembe Mutombo, NBA All-Star and Advocate for Africa; Michael W. Smith, Grammy Award Winning Musician; Agnes Nyamayarwo, Ugandan nurse and Global AIDS activist; and representatives of national advocacy organisations - who are listed below as partners - such as Bread for the World, World Vision, Global Health Council, The Better Safer World Coalition, DATA.
The ONE Campaign website is another strategy for getting people involved. A "Tell your friends" link fosters email connection with others to spread the word about the campaign; banners available for download on the ONE Campaign website.
Step ONE in the effort involves signing the petition - either by visiting The ONE Campaign website or offline in communities across the USA. The petition, which includes the words, "We recognize that a pact including such measures as fair trade, debt relief, fighting corruption and targeting an additional one percent of the U.S. budget towards providing basic needs - education, health, clean water, food, and care for orphans - would transform the futures and hopes of an entire generation in the poorest countries". Participation in this pact is an effort to make it possible for Americans to show their leaders that they want to do more to respond to this crisis.
Communication was also key in launching and publicising this campaign. In May 2004, organisers held a rally in Philadelphia, PA, USA in an effort to raise awareness of the emergency posed by AIDS and extreme poverty in Africa and the world's poorest countries, as well as to celebrate organisations that are activating Americans to respond to this emergency. Participants included celebrities such as Bono, lead singer of U2 and DATA co-founder; Dikembe Mutombo, NBA All-Star and Advocate for Africa; Michael W. Smith, Grammy Award Winning Musician; Agnes Nyamayarwo, Ugandan nurse and Global AIDS activist; and representatives of national advocacy organisations - who are listed below as partners - such as Bread for the World, World Vision, Global Health Council, The Better Safer World Coalition, DATA.
The ONE Campaign website is another strategy for getting people involved. A "Tell your friends" link fosters email connection with others to spread the word about the campaign; banners available for download on the ONE Campaign website.
Development Issues
HIV/AIDS, Poverty.
Partners
Better Safer World (BSW), Bread for the World (BFW), Debt AIDS Trade Africa (DATA), Global Health Council, National Basketball Association (NBA), WorldVision.
Sources
Massive Effort News Update, sent to The Communication Initiative on May 28 2004; and The ONE Campaign website; and BFW website.
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