Did You Know? (RED) and Vine Join for Something Really Cool

Just before Intagram rained on Vine’s parade last month, (RED) partnered with Mashable to create a new RecordSetter world record using the video app.

Posting ‘the most Vine videos ever recorded in 1 day for a cause’, the 24 hour initiative highlighted the power of social media, generating heat and awareness around the fight for an AIDS Free Generation. 

Vine and (RED) Floss on the Nasdaq Screen.

Vine and (RED) Floss on the Nasdaq Screen.

Vine users were asked to post a 6 second video with the #REDworldrecord hashtag, and the record saw people across the globe – from Kenya to Thailand, and the UK to the USA – rally around the AIDS fight and post videos of support. Vine users including David Guetta, Paris Hilton, Dita Von Teese, Twitter co-founder Biz Stone, Olympic athlete Chellsie Memmel and top chef Mario Batali posted videos in support.

Following the success of the (RED) world record, a new partnership between (RED) and Johnson & Johnson will further highlight the power of social media to raise awareness and funds to help end mother-to-child transmission of HIV. From June 10th 2013, every time someone ‘tweets’, ‘likes’ or ‘pins’ an infographic depicting the progress made in the fight to protect the lives of mothers and babies, Johnson & Johnson will donate $1 to the Global Fund to fight AIDS, up to $100,000.

A selection of the Vine posts were shown on the NASDAQ Tower and Marquee Screen in New York’s Times Square, and can be viewed atwww.joinred.com/choosered/vine.

Citizen Change.

These days anyone can be a philanthropist. The walls of elitism which once surrounded giving back have vanished as your average Jane can request that her friends give to a cause via Facebook or text in a $10 donation to the Red Cross.The obstacles to giving are gone.

Or are they? What about the person who wants to make a difference but has no cell phone? Or the non-profit board member who, no matter how many times it’s explained to him, still hates Twitter? Or the person like me who still hasn’t created a Facebook account (yes, I said it!).

I was recently at an event where a group of hip urbanites all stood around (sexy cocktails in hand, of course) and shared how they had all made donations to Haiti by attending events, Tweeting and texting.

A part of the conversation grated my nerves a tad. I’m a hands-on service type of gal. I like getting my hands dirty coupled with giving. I guess I am an all-around giver.

A recent article on mashable.com highlights the new age of the, “Citizen Philanthropist” – those who no longer want to outsource doing good to a larger organization. There are theories that this will (or has) led to the rise of slacktivism. I would have to agree. I can’t tell you how many times I get into it with my social media pals who think that a solid online campaign is all you need to motivate change. There’s always more to it than that. Non profit organizations need the expertise and tools of social media to couple with what they have been doing long before Twitter, Facebook or anything else existed. It means connecting a cause to a supporter for the long haul.