Prescient Media designed and executed the communications and media strategy for the National Guestworker Alliance‘s Justice at Hershey’s campaign, a historic effort by hundreds of J-1 student workers from all around the world who escaped captive labor in the Hershey’s packing plant in the summer of 2011.

The results, within two weeks of the public launch of the campaign:

• 700 articles in U.S. newspapers and websites
• Five New York Times pieces in eight days, including three news articles, an editorial, and an op-ed
• Dozens of TV and radio broadcasts
• International coverage in Great Britain, Ukraine, Holland, Russia, Romania, Turkey, and India
• More than 65,000 online petition signatures in support of campaign demands
• More than 250,000 views of campaign videos on YouTube
• Thousands of supporters posting on Hershey’s Facebook page
• Thousands of emails, phone calls, and faxes to Hershey’s corporate headquarters

Here are a few choice ones, in 140 characters or less (of course):

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@davidjboyce1 “People give through, not to. They don’t want to support orgs, but make change.” #sm4np

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“We in the #nonprofit sector tend to be over-led and under-managed.” #sm4np

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@paullyoung from @charitywater: “First, inspire. If you’ve got nothing inspiring to say on social media, say nothing at all.” #sm4np

The National Domestic Workers Union came to Prescient Media for communications and media strategy work around the launch of Caring Across Generations, a national movement to a movement to protect and expand our nation’s support system for the aging and people with disabilities at a time when the need for care in America is skyrocketing.