Disasters affect Lithuanian residents daily, from fires to missing person searches. People often do not know where to turn, sometimes seeking for help on social networks or choosing to remain silent out of shame when facing difficulties. To be closer to people in crisis, the Lithuanian Red Cross launched the short number 111 in the fall of 2023, which became a tool for providing multifaceted humanitarian aid. Upon the creation of this number, we gathered a large group of influencers to to spread the message about this assistance.
Our task was to attract as many influencers as possible to engage in communication free of charge.
We reached out to 45 kind-hearted influencers with a request to share this noble initiative for free, and 18 agreed to join. We carefully selected a list that included profiles with diverse follower demographics.
To ensure that the core communication message would be thoroughly presented to the public, we agreed on pre-arranged communication with five content creators for Instagram posts and story series. We asked the remaining influencers to share at least one piece of content – either the campaign visual prepared by the Lithuanian Red Cross or in their own words, to reach the widest possible audience.
The influencers we had pre-arranged communication with put in a lot of effort to promote our message without any payment.Some creators informed their followers about the 111 number through detailed story series, others found creative ways to visually illustrate the short aid number in their content, and some influencers even used artificial intelligence to assist.
The influencers’ communication contributed to an excellent result – within the first two days of the short humanitarian number’s launch, the Lithuanian Red Cross received 688 calls.
This initiative is not limited to the short number. Everyone willing and able to contribute to helping those in need is invited to volunteer in their city or support financially. For more information click here.