The Knowledge Market

ChaCha’s teenaged users are to be targeted by the social activism network DoSomething.org in a campaign to sign up millions of new members over the next three years.

The organisation uses online channels to help its members get involved in real-life causes.  This month’s highlighted cause encourages DoSomething-ers to sign up for medical databases that could help leukaemia patients find bone marrow matches.  Other prominent areas in which it campaigns include HIV And Sexuality, Animal Welfare, Poverty, International Human Rights and Violence And Bullying.

DoSomething is focusing on text messaging and mobile platforms to recruit new activists.  ChaCha has won a huge following amongst teenagers many of whom ask questions via their mobiles.

“This launch is the biggest organizational change for DoSomething.org since 2003,” says DoSomething’s CEO Nancy Lublin. “By 2015, we’ll have an army of social change agents 5 million strong who are being activated largely through mobile. Imagine the impact 5 million DoSomething.org members will have on crisis relief and our most pressing social issues.”