Learn how three not for profit organizations promoted their causes with imaginative social media campaigns
“Because we humans need to associate things with people.” Bo Stern
Consider setting up campaigns in your organization when you have a specific cause or event to promote.
Think World Earth Day, which asks participants to turn off their lights for an hour on a particular day of the year, or Movember – an entire month where men are asked to grow a moustache to bring awareness to men’s health issues.
The right kind of campaign should make your readers and participants feel and look good, which will increase their chances of sharing your campaign and spreading the word further.
By focusing on the participants, or those affected by your cause, you provide a chance to form community – where all participants feel they belong. Campaigns, rather than random tweets, will mobilize your community and unite them to a common goal.
A campaign then,
- Measures anticipation
- Serves as a conversation piece
- Should be measurable, so you have an ROI on your costs and time invested
- And ultimately, should move people to take action.
Examples of famous campaigns
ALS Ice Bucket Challenge
Goal: to raise money for ALS research
The ALS ice bucket challenge consisted of the following:
- social factor: asked potential donors to invite and challenge their friends;
- added shock and humour: the ice water being dumped on a sometimes unsuspecting friend;
- created pathos: the feeling you get after being drenched with ice water is similar to the feeling of numbness in ALS sufferers;
- moved participants to take action: those who passed on the challenge were asked to donate instead. Challenges were often videotaped, leading to viral sharing.
Here’s the resulting impact:
Bo Stern writes on her blog: (Bo Stern – The Difference of Day) that until the challenge, the only way ALS could get any recognition was by associating it with Lou Gehrig. In the post, she expresses gratitude and shares the impact of ALS on her husband and family. As fun as the Ice bucket campaign was, it had a momentous effect on people’s lives.
Not all campaigns have a such a huge reach, but can be effective within their own spheres to get participants to take action:
The International Diabetes Foundation (IDF) used the hashtag #WDD2017 to promote World Diabetes Day, and publicized facts about diabetes. Clicking on images led to the IDF website where key messages were posted, supporting facts and what action should be taken to prevent Type 2 and gestational diabetes.
Lifebox, (a non-governmental agency devoted to safer surgery and anesthesia in low-resource countries) used the #MyInstruments hashtag to explore how instruments, or the lack thereof, affect safer surgery. Readers sent in photos of their instruments along with the hashtag, and descriptions of why their instruments are important.
Along with the reader participation, Lifebox also provided stories about doctors who work in countries where finding the right tools is a life or death challenge. The campaign has been ongoing since April 2017 and in September, readers are being asked to provide feedback about the use of surgical instruments in their hospitals.
Down Syndrome International created World Down Syndrome Day, and asked people to wear multi-coloured socks, send a photo with the hashtags 3wdsd17 and #rock your socks. The aim was to dispel the myths about Down Syndrome by telling stories of parents and children, providing tips on how to relate to colleagues with Down Syndrome, and even an attempt in Australia to set a drumming world record!
Bottomline: Sometimes it can be easy to get lost in the fun and zaniness of campaigns. Don’t forget, your campaign’s main goal is to raise awareness and inspire action. Focus on people, and engagement will follow.