Case Study: Free The Children achieves global story amplification and increased social reach with Hootsuite

How Global Charities are Amplifying Stories on Social Media

Free The Children is a youth-led international charity that empowers young people to end child poverty and exploitation. Its flagship event, We Day, and ongoing field programs rely on social media to spread inspiring stories and mobilize action, but managing real-time amplification across massive live events, multiple platforms and numerous brand ambassadors presented a major coordination and measurement challenge.

The organization addressed this with a dedicated social team that plans months in advance, uses live listening and rich media to amplify stories during and after events, and aligns ambassadors’ messaging while tracking KPIs to improve year-over-year. The approach helped Free The Children build a global audience—including about 3.3 million Facebook likes—reach and empower some 1.7 million youth, and support measurable program impact such as daily education for 55,000 children, 650+ schools/rooms and clean water for one million people.

Free the Children

Michael Rajzma

Associate Director of Digital Media