The South African Red Cross Society (SARCS) has launched the world's first digital humanity chain campaign aimed at alleviating human suffering in South Africa.
The campaign offers companies and individuals the opportunity to pledge money towards an organisation that is at the forefront of restoring human dignity.
Speaking to BuaNews, SARCS National Resource Mobilisation & External Relations Coordinator, Pumi Yeni said the campaign uses social networks and viral marketing as mediums to fundraise.
By signing up people will also become part of a donor chain. By registering, they will be able to view the chain as well as search for their friends who have already joined the chain and invite those who have not.
The new digital campaign went live on Friday via the www.humanitychain.org
website and the 40779 sms line.
She told BuaNews that more than 80 percent of the funds raised from this campaign will go directly to community level programming, which includes improving the capacity of the SARCS to further develop programmes that directly respond to the needs of affected communities.
The programmes include sustainable disaster preparedness initiatives and the establishment of community based disaster response mechanisms as the effects of climate change are becoming an everyday evident reality.
Ms Yeni encouraged people to join the chain soon as it will run for 90 days.
The target is to get 1 000 people joining the chain per day and two million by 16 August 2008, which is only five percent of the South African population.
"Our dream is that come 2013 we will have mobilised enough support for the chain on the streets in celebration of the power of humanity in South Africa," Ms Yeni said.
The objective of the campaign is to encourage South Africans to give back to society through the support of humanitarian organisations by volunteering and donations.
Vodacom, Fireworkx and Student Village are already working in partnership with the SARCS to make the campaign a success. - BuaNews