Women on Wikipedia
The Women on Wikipedia Edit-a-thon empowered community members to fight gender bias and improve the representation of women on the world's largest encyclopedia. Over the course of five years, 12 nonprofit organizations co-sponsored the event in celebration of Women's History Month. Event organizers needed an integrated marketing campaign to increase awareness of the cause, mobilize volunteers, and engage the public in the event.
Social Media Strategy
Paid ads took on a common content issue on Wikipedia: many women's biographies focus on their relationships to men instead of their accomplishments.
We engaged participants before, during, and after the edit-a-thon through the Facebook event discussion and encouraged use of the event hashtag.
During the first five years:
225 people participated, with many returning multiple years
97 new editors trained
668 articles improved
24 new articles created
54,000+ words added to the site
15.7 million views of new and improved content
The event and the cause also gained worldwide media coverage. Working with event coordinators to share their work on The Conversation led to additional coverage on PBS News Hour, The Washington Post, Chicago Tribune, and other news outlets.