As part of an ongoing social media strategy, Save the Children UK commissioned a Facebook app that invites people to “donate your status” to raise awareness.
One of the key features of Facebook is a “what are you doing now” status that updates your friends automatically. Your friends’ statuses (stati?) are displayed on your log-in page, to keep you informed, something now known as ambient intimacy. Unsurprisingly this feature is most commonly used for telling your Facebook friends what you’re up to but it’s also a great way to disseminate information and spread the word, and when the organisation is one as trusted and respected as Save the Children people have no problem signing-up.
The admin side of the app allows Save the Children to update the information and automatically push it out to everyone who has already donated their status.