How to use Facebook, Twitter for a campaign

Natashya Gutierrez

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'I learned that sometimes, you have to be creative about how to get to your goal, that it helps to start small, and that Facebook and Twitter are powerful tools to push an advocacy'

AIMING HIGH. Sulu kids play football and aim for the stars. Photo courtesy of Major Stephen Cabanlet, PMC

MANILA, Philippines – I fell in love when I was 13.

Well, with football that is.

As a student-athlete, I was a varsity swimmer and played on the touch rugby team, but I was happiest on the field when I was playing football.

So when I learned of the story of young kids in conflict-stricken Sulu that found solace and amusement in the game of football, I wanted to help.

Here were these young children who were, for the first time, introduced to something else besides bullets. Who interacted with children from other clans whom they were programmed to hate. Who found hope and possibility in a black and white soccer ball.

Football to them, meant more than it ever did to me.

25 balls for my 25th

Around the same time I heard about the kids, I was on the verge of turning 25.

When friends and family started to ask me how I wanted to celebrate my birthday, or what I wanted as a gift, nothing came to mind.

The truth is, I didn’t want anything really. But I knew someone, somewhere, wanted something — needed something. And I got to thinking about the kids in Sulu.

At Rappler, we had discussed about wanting to help the children after first learning about them. We knew they wanted — needed — 500 balls.

The number was intimidating to me. 500? I couldn’t visualize 500. I didn’t even know what 250 or 100 or 50 balls look like!

But I could visualize 25.

And this gave birth to my birthday project, “25 balls for my 25th.”

I figured starting with a more modest goal would be easier, more doable. I figured 25 would be a good starting point for the grand 500. I figured I could help somehow.

The thing about birthdays is you are — voluntarily or not — a star for a day. And what better thing to do with the attention than to funnel it towards those who need it?

Powerful Facebook

The wonderful thing about pushing for a cause nowadays is, all you really need are two things: passion and an idea.

The resources to make it happen, at least initially, are right at our fingertips.

I created a Facebook page a few days before my birthday. The night before, I started inviting some friends. I tweeted the link. I changed my profile picture to a promotional photo I took with my iPhone.

25 FOR MY 25TH. Simple photo taken with the iPhone used for the Facebook page to promote the cause.

And the response was overwhelming.

I got messages from old teammates, from sporting organizations, and from strangers who simply wanted to help.

I hosted a small get-together for my birthday and when people asked if they needed to bring food or drinks, I replied with an unusual text, “Bring a ball.” By the end of the night, an old hamper that I reserved for donations was spilling with soccer balls.

I had 9 by the end of the night.

OVERFLOWING. Balls were overflowing by the end of the night.

Since then, I’ve had a women’s football team, Sikat FC, pledge at least 10 balls. A co-worker purchased 5, and her friend who was with her when she bought the balls, added two more to the pile. I am waiting for a box of 25 balls from the United States, and for more from people who have reached out via Twitter.

All this, within 3 days of starting my Facebook page.

Lessons 

I learned several things from “25 for my 25th.”

I learned that the most successful campaigns are the ones you care about. I cared about football and I truly wanted to share that passion — and others who cared about it too came forward to help.

I learned that sometimes, you have to be creative about how to get to your goal, that it helps to start small, and that Facebook and Twitter are powerful tools to push an advocacy.

I learned that people can be generous.

I also learned that birthdays don’t have to be all about you. In fact, sharing it is a surefire way to be a happy birthday girl.

I look forward to the country’s first Azkal from Sulu. – Rappler.com


[All those interested in providing assistance to the program may contact PMC Special Services Officer Major Stephen L. Cabanlet at the Philippine Marine Corps Headquarters, Marine Barracks Rudiardo Brown, Fort Bonifacio, Taguig, call/text +63 906 564 2765 or email cabanlet@yahoo.com]


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Natashya Gutierrez

Natashya is President of Rappler. Among the pioneers of Rappler, she is an award-winning multimedia journalist and was also former editor-in-chief of Vice News Asia-Pacific. Gutierrez was named one of the World Economic Forum’s Young Global Leaders for 2023.