Starved For Attention

CHALLENGE
Coinciding with the Food Aid Bill, Doctors Without Borders wanted to help the 195 billion people affected by malnutrition and ask the US to stop in kind donations in favor of cash donations.

SOLUTION
A multi-platform conversation called Starved For Attention was developed and I created the identity and messaging, naming, and call to actions across all platforms. I developed the social media strategy + editorial calendar whose cornerstone was 7 documentaries created by elite photojournalists in partnership with VII Agency. We uncovered influencers, earned celebrity tweets, and mobilized the existing community through engaging editorial and an ambassador program.

Starved For Attention travelled as an exhibit across the USA and launched at The New York Times center in NYC.

RESULTS
• Emmy Nomination
• Facebook likes from 250,000 to 351,620 in 6 months
• Twitter from 40,000 to 69,300 in 6 months—a total of 3 million impressions
• Acquired over 20,000 new influencers
• Petition signature from 0-75,000 in 6 months
• Press on the Today Show, NPR, ABC
• Earned tweets from Denise Richards, MC Hammer, Ann Curry, Marlee Maitlin, Mena Suvari
• Site visits increased from 45,000 month to 250,000 a month in 6 months

“We are always pulled in many directions and Alona pushed us to focus and obtain actionable intelligence on the outcome of our tactics and strategies rather than just a feeling of what works.”

Jason Cone
Communications Director, Doctors Without Borders
Medecins Sans Frontieres