The volunteer-led Pixel Project is a non-profit organisation that uses social media and online strategies to fuel global awareness about violence against women while raising funds and volunteer power for the cause. Bright One is a volunteer-run communications agency for the third sector, and has been the Pixel Project’s global, pro-bono PR consultancy since the campaign began.

Background

The Pixel Project raises awareness of issues surrounding domestic violence using the power of social media and online word of mouth. It also raises funds using innovative online micro-fundraising gambits and methods. Other aims of the Pixel Project are to:

Raise conversation by tearing down taboos and creating safe online spaces to generate discussion about violence against women among both men and women.

Challenge expectations to get a global audience emotionally engaged and actively involved using a combination of social media, humour, accessibility and other non-threatening techniques.

Methodology

Using a group of volunteers spread across approximately 15 different countries, the project has adopted a 'chase-the-sun' social media approach. This sees volunteers working in six-hour shifts (four per day) to ensure that there is a social media presence active from sunrise to sunset all across the world.

The core activity of the social media approach includes:

A Twitter tag team – bringing the global audience relevant news and helpline information around the clock.

A Twitter ambassador programme – a micro-volunteering programme engaging Twitter users with spreading awareness about violence against women through regular reTweets.

Facebook page – providing up-to-date news and ideas for stopping domestic violence, plus providing a discussion forum.

“Wall of Support” programme – a growing chorus of people from around the world and all walks of life calling to end violence against women.

The peak of the Pixel Project's campaign is the 'Pixel Reveal' campaign. The project is a twist on the ‘Million Dollar Homepage’ concept, with an aim of raising $1 million by inspiring the global community to collectively unveil a million-pixel mystery collage of world-exclusive Pixel Project celebrity male role model portraits by purchasing pixels. Picture a virtual jigsaw puzzle being assembled by people from San Francisco to Sydney who will donate $1 dollar per pixel to play.

The project will invite four world-famous male celebrities with strong family connections and no history of violence who are role models for men in relationships with women and children, to participate in this collage of portraits.

The Pixel Project has appointed award-winning international photographer Jillian Edelstein as the project’s principal portrait photographer. Jillian’s work includes the iconic Nelson Mandela portrait for the cover of the New York Times magazine.

The philosophy behind choosing positive male role models from different walks of life is to emphasise that men have a major role to play in breaking the cycle of violence against women.

It all adds up to a campaign that is raising funds and awareness for an issue that is of global concern.

Results

In a little over 12 months, the strategy has resulted in the Pixel Project Community having over 6,400 followers on Twitter and over 4,000 Facebook fans.