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One current environmental campaign
using digital technologies is the National Wildlife Federation. I decided to look into this particular
organization’s campaign because I have an interest in wildlife and animal
conservation. According to their
website, at www.nwf.org, the National Wildlife
Federation works to protect and advocate for wildlife and habitat for the
future. They untie people with an
interest in the outdoors and their inhabitants, and allow them to organize,
motive, and learn. Their campaign to get
their message across to people and to connect with people uses modern day
technology and platforms, such as Facebook, Twitter, Youtube, Flickr, mobile apps,
etc.
Through social media, the National
Wildlife Federation shares stories and pictures of relevant subjects to their
cause. For instance, on their Facebook
page is a post on dolphin deaths due to oil spill. This helps support their cause and shows the
problems they are addressing. In
addition, another example includes videos on their Youtube channel featuring
“Zombies vs Wildlife.” Here, they are
able to educate, inform, and entertain, as well as attract viewers and increase
their publicity by using pop culture. By
using social media in ways such as this, they are able to reach out to their
audience and interact on a daily manner, where the audience can comment or
“like” or “retweet,” and spread the news.
In addition, people can feel good about themselves by sharing in this
environmental goodwill. This free
publicity allows the National Wildlife Federation to engage and influence
people with great convenience and relatively minimal effort. It is direct interaction that gets people to
help spread advertisements.
The National Wildlife Federation is
also campaigning directly through people’s phones and electronic devices by
using mobile apps. According to PR Newswire (2015, February 25), the
National Wildlife Federation will release three mobile aps. PR
Newswire says, “In partnership with MAZ, National Wildlife Magazine, Ranger
Rick, and Ranger Rick Jr., will have universal digital reach via the Apple App
Store, Google Play, and Amazon Appstore on mobile and tablet devices as well as
HTML5 web reader” (2015, paragraph 3). This
is a key advancement in the National Wildlife Federation’s digital campaign as
it allows them to progress forward with their readers and make it more
available on a wide range of platforms.
Overall, the National Wildlife
Federation is actively advancing its digital campaign and using it in an
expansive and diverse way. This will
help them in staying relevant to viewers and help them to more effectively
advertise their environmental cause.
References
National
Wildlife Federation. (2015). Facebook.
Retrieved from
National
Wildlife Federation. (2015). Twitter. Retrieved from https://twitter.com/nwf
National
Wildlife Federation. (2015). Youtube. Retrieved from
https://www.youtube.com/user/NationalWildlife
National Wildlife Federation Launches Three Apps Powered By
MAZ. (2015, February
25). PR Newswire. Retrieved from http://ic.galegroup.com/ic/suic/NewsDetailsPage/NewsDetailsWindow?failOverType=&query=&prodId=SUIC&windowstate=normal&contentModules=&display-query=&mode=view&displayGroupName=News&limiter=&currPage=&disableHighlighting=false&displayGroups=&sortBy=&search_within_results=&p=SUIC&action=e&catId=&activityType=&scanId=&documentId=GALE%7CA403056833&source=Bookmark&u=san13255&jsid=e67de592a3191976182c14277a9897bf
Who
We Are. (1996 – 2015). National Wildlife Federation. Retrieved from
http://www.nwf.org/Who-We-Are.aspx
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