Online Activism Campaigns: The Good, The Bad & The Ugly

Online activism, or digital activism, is a tool that has transformed the way people engage in social, political, and environmental issues. From viral social media campaigns to online petitions and virtual protests, digital activism has been used to create real-world change. In this blog, we'll explore what digital activism entails and the different online activism tools that are available. We’ll also examine some examples of online activism and the impact they have had on society.

What Is Digital Activism?

Digital activism refers to the use of digital technology and online platforms in order to engage in activism, raise awareness, and advocate for social, political, or environmental change. Online activism can take many forms, and covers a range of activities, from social media campaigns and online petitions to virtual sit-ins. Digital activism allows individuals and organisations to reach a wider audience, organise campaigns more efficiently, and mobilise support quickly and effectively.Digital activism for businesses has become increasingly popular in recent years, as consumers have become more aware of how businesses take a stand on society's issues. But remember, it’s important for businesses to make sure that their activism is authentic and consistent with their overall values and business practices. Customers are increasingly wary of "greenwashing" or other forms of inauthentic activism, and if they think the activism is disingenuous, it could result in backlash.

Online Activism Tools

Online activism tools are the platforms that are used to facilitate and support online activism. Some examples of online activism tools include:

1. Social media platforms: Social media channels such as Twitter, Facebook, and Instagram are great ways to raise awareness and gain support for a cause. Activists are able to use these platforms for free to share news, information, organise events, and engage with supporters.
2. Online petitions: These are a popular tool for collecting signatures and are a great way to get people to take tangible action.
3. Virtual protests: As a result of the pandemic, people are more accustomed to online attendance, this has given rise to events such as virtual protests, sit-ins and online demonstrations where supporters can join from anywhere in the world.
4. Online forums and chat rooms: A popular tool for activists, online forums allow people to connect with each other and share information about a particular issue or cause. Popular platforms for this are Reddit and Discord.

These online activism tools allow both individuals and businesses to access information and rally support for a cause quickly, cheaply and effectively.

Examples of Social Media Activism

Online activism campaigns can take many different forms - here we’ll explore some of the most notable social media activism examples and the impact they have had on our society.

Reclaim These Streets

Reclaim These Streets is a women-led online activism campaign that emerged in March 2021 following the murder of Sarah Everard. The campaign was sparked by a sense of collective outrage and grief over the killing, and aimed to raise awareness of the issue of violence against women, and demand action from the government.Beginning with a hashtag on social media, the campaign began to gain momentum as women started sharing their own experiences of harassment and assault as well as expressing their support for Sarah and her family. As the campaign grew, the organisers used social media to spread awareness and gain support for a vigil in Sarah's memory.The campaign showcases how online activism can raise awareness of issues and drive real-word change. By starting the campaign on social media, organisers were able to connect with supporters, and share important information such as event details and case updates. In turn, the campaign created a powerful moment of solidarity on an issue that affects women globally.

Free Periods

The Free Periods campaign began in 2017, spearheaded by young activist Amika George. The campaign aimed to tackle period poverty and give students access to menstrual products in schools. The movement began after Amika learned that many girls in the UK were missing school because they couldn't afford menstrual products.The main vehicle for the campaign was social media, where the hashtag #FreePeriods was used to spread awareness around the issue and attract support. Thousands of people began sharing their own stories and the hashtag quickly went viral on Twitter and other platforms. The social media campaign directed people to Change.org where supporters could sign a petition calling on the UK government to provide free menstrual products to all students who needed them. The petition quickly gained traction and received over 180,000 signatures in just a few months. The social media campaign also allowed organisers to spread awareness and gain support for a protest that would take place outside Downing Street and a rally in Trafalgar Square that would urge the government to take action. In a major victory for the Free Periods campaign, the UK government announced in 2019 that it would provide free menstrual products to all students in England's state schools and colleges. This demonstrates the power of online activism and how it can bring about positive change.

Climate Strike Online

The #ClimateStrikeOnline campaign was launched by youth-led climate movement Fridays for Future as a way of continuing momentum of climate strikes that had taken place in 2019, but were put on hold as a result of lockdowns and the COVID-19 pandemic. The campaign aimed to provide a way to continue climate action, but in a virtual format - meaning that those who could not attend in-person events, due to social distancing, were still able to join and support the cause. The campaign encouraged people to take part in virtual climate strikes as well as share photos of themselves with signs and messages on social media, using the hashtag #ClimateStrikeOnline. The main aim of the campaign was to put pressure on governments and decision-makers to take action and address the urgent climate crisis.The campaign was widely supported by environmental organisations, activists, and public figures around the world. Thousands of people took part in virtual climate strikes and shared their photos on social media. The movement helped prove the strength and determination of the global climate movement in the face of the COVID-19 pandemic and showed that people around the world are still committed to taking action on the climate crisis.

Plastic Free July

#PlasticFreeJuly is a global campaign that aims to encourage people to reduce their usage of single-use plastics in the month of July. The campaign uses social media as well as its website to share tips and resources on how to reduce plastic use. The main driver of success has been the amplification of the campaign via social media channels. By using social media as an activism tool, supporters could share their progress and connect with other people taking part in the movement. Not only this, but social media allowed the campaign to reach wider audiences and get picked up by both individuals and businesses, generating millions of posts online. The campaign has been very successful in engaging businesses who have used the movement to make changes within their own operations and encourage employees to make changes too. Businesses around the world took to social media to share their plastic-free initiatives, inspiring others to take action and raise awareness of the issue and the cause.

Launch Carefully Crafted Digital Activism Campaign With Don’t Panic!

If you're a business that is passionate about making a positive impact on society and the environment, online activism can be a powerful tool to help you achieve your goals. Whether you're just starting out or you're looking to take your existing campaigns to the next level, get in touch with us - we’re experts in creating engaging social media campaigns.