Oxfam America Oxfam America, in addition to using traditional channels such as its site and e-mail lists and marketing, also is experimenting with social networks and new media. Last fall, Oxfam partnered with MySpace to launch “Rock for Darfur” to raise awareness about the situation in Darfur. Twenty bands around the country held concerts and donated the proceeds to Oxfam America. It raised about $16,000 from MySpace users directly. More importantly, 200 media outlets covered the story pointing to the PR and earned media value of clever use of new media.
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Oxfam America
Oxfam America, in addition to using traditional channels such as its site and e-mail lists and marketing, also is experimenting with social networks and new media. Last fall, Oxfam partnered with MySpace to launch “Rock for Darfur” to raise awareness about the situation in Darfur. Twenty bands around the country held concerts and donated the proceeds to Oxfam America. It raised about $16,000 from MySpace users directly. More importantly, 200 media outlets covered the story pointing to the PR and earned media value of clever use of new media.