The Power of Social Media For A Cause – Digg Mission Christmas

Many critics have been quick to dismiss the power of the ‘Social Media Influencer’. Often celebrity influencers can give Instagram promotion a bad rap. But this week the power of social media was proven to me in a campaign for a cause within Northern Ireland.

Digg Childrenswear is a designer kids clothing specialist based in Dungannon and owned by Caroline O’Neill. Caroline has a large platform on her Instagram page and has recently been involved in Co-founding the NI Social Media Awards.

It came to Caroline’s attention that the donation box for Cash For Kids in her store was looking a little empty compared to other years, as Caroline had been off having a baby and was unable to promote it.

If you are unfamiliar with Cash For Kids, it is a Uk Charity which provides presents for children who won’t otherwise get any presents on Christmas. The NI Mission Christmas Scheme is supported by Cool FM and Downtown Radio. It has been noted that there has been 16,000 applications this year for children who require presents and the mission is to fulfil this.

Not wanting to see children going without presents this Christmas, Caroline put out a link on her social media asking for donations. In her Instagram story she notes that she hoped to raise about £500 and be able to buy some gifts to donate to Cash For Kids. Well Caroline raised an amazing £20,000 for Cash For Kids and is still receiving donations.

Caroline has now enlisted the help of some popular social media influencers who are friends of hers to shop for the presents. Each receiving £1,000 and either the 0-18 month or 14-18 years age category, (as these are the most sparse categories at the Cash For Kids Warehouse) the girls have been charting their journey on social media using the hashtag -DiggMissionChristmas.

Local businesses have also been getting involved by messaging the shoppers on social media offering generous donations or discounts.

It is really humbling to see an often criticised social media platform being used for good at a vulnerable time of year for many people. I am so impressed at the effort that the shoppers have been putting into getting their gifts and the generosity of many local businesses and most of all to Caroline for using her platform to launch this amazing campaign.

To donate to Digg Mission Christmas head to:

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