March 28, 2023

From the BIG FISH PR Archives: How Online Engagement Drove Real-World Change


Ten years ago, social media was a new frontier for activism. The rise of platforms like Facebook and Twitter brought about a new way for individuals and organizations to connect with each other and promote their causes. The pink equal sign over a red background, an alternate version of the Human Rights Campaign’s logo, was unveiled in support of marriage equality, and took social media by storm in 2013. The BIGfish team was there to witness this emerging form of online engagement, it was the beginning of a new era.

One major change in social media activism is the shift from simply raising awareness to taking action. Social media campaigns are now often accompanied by petitions, fundraisers, and calls to action that go beyond simply sharing a post. This has allowed for greater engagement and participation from individuals, and has led to real-world impact.

Over the past decade, BIGfish has followed the evolution of activism on social media and we have taken steps to participate in social media based initiatives, for example, this year’s International Women’s Day theme of #EmbraceEquity “to get the world talking about Why equal opportunities aren’t enough.” For International Women’s Day and Women’s History Month, to support this year’s theme, the BIGfish team is offering our PR knowledge to women-owned businesses in our home city of Boston. Our efforts have been recognized by PRWeek, where we joined our peers (who have implemented their own initiatives to #EmbraceEquity) to lead by example and demonstrate how equity takes a place in our industry.

Despite limitations, social media activism has undoubtedly had a significant impact over the past years. From raising awareness to driving policy change, it has provided a new platform for individuals and organizations to make their voices heard. As social media continues to evolve, it will be interesting to see how online activism adapts and changes to continue making a difference in the world.

BIG fish PR is an unconventional agency that helps its clients redefine their industries.