“Edge of Crisis” Social Media Design Brief

About “Edge of Crisis”

“Edge of Crisis” (EC), which focuses on protecting endangered species, is a non-profit organization. There are two primary functions of it. Firstly, it passes information about endangered species to the public, such as whom they are, why they are disappearing, why they are important for us and what we could do to rescue them. Secondly, it organizes activities which aim to rescue these species, such as recruiting volunteers to protect their habitats and raising money for the future protection of them.

The reason why I want to work with this type of organization is that as a result of human beings’ activities, more and more species are on the edge of extinction. According to International Union for Conservation of Nature (IUCN), in 1998, 1102 animal and 1197 plant species were endangered. However, in 2012, the number increased to 3079 animal and 2655 plant species. In other words, in 13 years, the number of endangered species increased almost three times. It is really incredible and we should do something.

Target Audience

1. Undergraduates from 1 to 3 grade are the most primary target audience of EC. Firstly, they receive high-level education and know the importance of protecting endangered species. Secondly, compared with senior students and people who have worked, they have much more time and energy. In other words, they are more likely to participate in our activities. Thirdly, our promotion strategy is based on social media platforms and they are the primary users of them.
2. People aged 26-44 who are interested in animals or plants is the second important target audience of EC. Firstly, according to the data provided by FACEBOOK, this group occupied 41% of its users. Therefore, it is more likely to cover them through social media propaganda. What is more, this group has enough economic power to donate for the endangered species.
3. People whose major is related to animals or plants.
4. Other similar organizations.