Every day, Medici Senza Frontiere uses its social media channels to share the humanitarian projects it carries out in over 70 countries worldwide. But how can engagement be generated around crises often ignored by the media? How can digital trends be leveraged to serve the mission of a humanitarian organization? And how do they respond to attacks from haters?
These are some of the questions at the heart of the open lecture “Can Likes Save Lives? Telling Humanitarian Crises on Social Media: The Work of Medici Senza Frontiere”. The guest speaker was Maria Carla Giugliano, Head of Digital Communications and Digital Acquisition at Medici Senza Frontiere, with over 15 years of experience in digital communication within the non-profit sector.
The initiative is part of the course “Theory and Techniques of Digital Communication: Social Media Management” (CB0523), taught by prof. Flavia Brandi at the Faculty of Social Communication Sciences. During the event, strategies and communication objectives of the organization were analyzed through concrete cases of campaigns and social media content that have successfully informed, engaged, and mobilized audiences.
Maria Carla Giugliano has been working at Medici Senza Frontiere since 2013, where she also served as Digital Content and Social Media Coordinator, overseeing digital storytelling projects and advertising campaigns. Her career began at Greenpeace, where she specialized in campaign management and online community activation.