Become One of the One-Thousandth of One Percent: The Blue Key Campaign

by Ken Mueller on November 17, 2011 · 7 comments

Get a Blue KeyMuch of this post was originally published here on the blog back in June. I’ve updated and added some material in preparation for today’s #BlueKey tweetathon.

Earlier this year I signed on to be a part of the Blue Key Campaign.

You see, I believe that Social Media not only has the ability to sell products, but also has the ability to make change, on a large scale. As a result, I”m joining a number of friends by becoming part of the Blue Key Campaign being run by USA for UNHCRThis non-profit organization seeks to raise awareness and funds for the purpose of helping refugees around the world.

Think about this: there are 43-million refugees worldwide. These are people who have been forcibly displaced from their homes. 17-million of them are under the age of 18. And that’s just the tip of the iceberg, there are plenty of other numbers that bring the point home.

It’s all about numbers

When we talk about Social Media, we often talk about numbers. How many fans do you have on Facebook? How many followers on Twitter? How many people read your blog?

Numbers, while not the be all and end all of marketing, can be an important indicator. So looking at the numbers we understand the magnitude of the problem. 43-million people. That’s similar to the entire populations of Pennsylvania, New York, New Jersey, and Maryland combined. What if all those people were displaced? Four entire states!

The problem of refugees is global and a problem with which we should all be concerned.

Why? Because…

It’s NOT about the numbers

When we as consumers deal with businesses, we don’t like being treated like everyone else. We’re not numbers. We are humans; living, breathing individuals with personalities, families, interests, etc. I’m not you, and you’re not me.

Any marketer or social media consultant who is worth anything will tell you that while numbers are important, what is much more important is engaging with those people as individuals and building relationships. When you understand that a customer named Bob Smith is a unique person with unique needs, then he’s not just one of a thousand customers.

Now those numbers up there? Break it down. What if you were one of those 43 million refugees. Are you merely one of 43 million, or are you [insert your name here] with a face and a family? Think about the person you love the most. If they were displaced, wouldn’t you go to great lengths to do anything you could to help them? If you were displaced, would you want someone to help you?

Put Others First

So here’s what I’m asking you to do: As an individual, or on behalf of your business, get involved. First and foremost, purchase a blue key. They’re just $5. Most of us here in the U.S. can afford $5. Heck, we spend that much every day on a few cups of coffee.

If you’re a business owner, large or small, consider purchasing a key for each of your employees, or for everyone on your management team. At $5 a pop, that’s not much different than ordering out for a catered deli spread for your staff.

And, if you’re in a business where you often buy holiday gifts for your best clients and customers, why not consider purchasing a block of keys to give out. It’s a lot more meaningful than a calendar or some other promotional item.

If you can’t purchase one, or even if you do, there are other ways you can help:

The goal is to sell just 6,000 of these blue keys. If you buy one of those keys, you’ll be better than”the one-percent”. You’ll actually be part of the one-thousandth of one-percent, based on the current U.S. Population.

To that end, there is a group of people holding a tweetathon today (11/17/11) over on Twitter. If you follow the #BlueKey hashtag you’ll be able to see all that is going on.

Look over to the right of this post to the Blue Key widget in the sidebar. This widget will update (most likely weekly) as people buy keys. The goal is to have it turn completely blue by the end of the year.

So far, just more than half of the keys have been sold. We can do much better than that. So get your key and spread the word. And if you want to get involved on a larger level, contact my friend Shonali Burke and she’ll let you know what you can do.

So are you in?

Will you be helping out in any way? Let me know in the comments how you’ll be participating, whether it’s through purchasing a key (or keys), or by spreading the word via Social Media.


Thank you @KenMueller for your thoughts on #BlueKey and giving to help refugees. Being part of the campaign has been an amazing educational experience. I found out about friends that have been refugees and see them living a great life and making positive things happen!


I am so honored to be part of the One-Thousandth of One Percent and that you wrote this fantastic post to point that out! Thank you!

Latest blog post: Running for Good


I love the way you framed this, Ken. Thank you. Thank you so much for being a Champion and doing all you can to spread the word and give refugees a better life.

KenMueller moderator

@lmeling Thanks, Lauren! Great to meet you and glad we are on the same team!


  1. […] when I saw Ken Meuller’s post today, “Become one of the One-Thousandth of One Percent,” I  knew I had to jump on board and become part of The Blue Key […]

  2. […] when I saw Ken Meuller’s post today, “Become one of the One-Thousandth of One Percent,” I knew I had to jump on board and become part of The Blue Key […]

  3. […] blogged about this before, but I might as well mention it again. My friend Shonali recruited me to be a part of the Blue Key […]

Previous post:

Next post: