PCI Launches Online Community to Celebrate Young Adults’ Social Activism
“Who Cares” campaign first web 2.0 online portal highlighting Millennial generation’s acts of helping others
San Diego, Ca (PRWEB) August 31, 2012
PCI (Project Concern International) has launched “Who Cares,” a campaign and online community to gather and celebrate stories of young adults helping those in need. The video sharing website, http://www.apathyisout.org, is the first user-generated content site that features the charitable acts of the Millennial generation. The goal of the campaign is to celebrate the social activism of this engaged generation, and inspire and encourage other young adults to become involved in helping others.
Although primarily a user-generated content site, the website also offers an educational section about the main issues facing the global poor. Under the Toolkit section, the user can find key facts about poverty, human rights or the environment, quick and easy ways to act, and ideas for taking the issue further and becoming involved in a deeper way.
Launching September 1, 2012, PCI has partnered with Southwest Airlines to offer an all-expense paid trip to San Diego for the most inspiring video uploaded between September 1 and 30. The winner and video will be featured at PCI’s annual gala on October 20 in San Diego, which is focused on the future leaders and activists of tomorrow. The goal for September is to have at least 200 videos of charitable acts uploaded. The contest and campaign are being marketed through a series of online ads, keyword optimization, and via PCI’s subscriber and social media community.
Who Cares has been live on Facebook (http://www.Facebook.com/PCIWhoCares) since May and has already generated strong awareness and participation from the online audience. Through community events since June, Who Cares has received over 50 user videos which PCI has been uploading in anticipation of the website launch.
The Millennial generation is highly engaged in social causes, according to TBWA Worldwide. Its 2011 study on The Future of Social Activism indicates that 73% of young adults aged 20-28 are social activists, up from 37% in 2010. Their engagement includes donating funds, volunteering, or advocating for a cause. The top issues motivating the survey respondents are quality and access to education, cancer, literacy, access to healthcare, and energy conservation. The generation demonstrates loyalty for companies that have social causes they believe in, and also seeks employment with such companies.
“Since our start in 1961, PCI has been grounded in the endless passion and support of young adults. We believe this Millennial generation is similar to those founding leaders of PCI, energized to help give back to the global community. We look forward learning of their extraordinary acts of kindness and celebrating their good work,” commented George Guimaraes, CEO of PCI.
For full contest rules, visit http://www.apathyisout.org. For information on Who Cares, contact Annette Gregg, Senior Director of Marketing & Communications, at (858) 279-9690. To learn more about PCI and its impact of global health and humanitarian work, please visit http://www.PCIglobal.org.
Celebrating its 50th anniversary in 2011, PCI (Project Concern International) is an international health, development and humanitarian assistance organization, operating in 16 countries worldwide. PCI is dedicated to saving lives and building healthy communities around the globe, benefitting over 6.7 million people annually in Asia, Africa and the Americas. Funded by federal grants and private support, PCI´s current annual budget is nearly $50 million and the organization has 600 employees worldwide. PCI´s headquarters are located in San Diego, CA and also has an office in Washington, DC and a Seattle, WA representative.
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