So yesterday I posted my #nomakeup selfie and donated in support of a Cancer charity. Why did I do it? I know there are many people out there who don’t see the point of the campaign as there is no real comparison between going make-up free and living with the impact of cancer. However why would I not jump on the bandwagon when so much money and awareness has been raised in such a short time not just in the UK but now around the world. Surely it is better to do something than nothing…..
Does it matter that there is no obvious connection between selfies and cancer? What after all is the connection between growing a moustache and testicular cancer?
Both the Movember and the #nomakeup selfie campaigns have sparked public imagination globally and done a great job of raising money and awareness for worthwhile causes. So what can brands learn from them?
Have a strong sense of purpose:
Both campaigns are playful and engaging, yet have a clear substance. They have a motivating message that is easy to understand and forward on and importantly something that all engagers can clearly identify with.
Rich sense of community and belonging:
Both campaigns leverage the core of social communities in the desire to belong. I posted my selfie because I didn’t want to be left out. All my girlfriends had got involved, what would it say about me if I didn’t? Everyone else is doing it so you feel you are missing out if you don’t engage.
Both of these campaigns have an exciting sense of contagion. You watch your male friends and family members avidly as they grow their moustache, intrigued by the change a little facial hair can bring. Fascinated by who it suits and who looks like a bizarre cartoon character…
The selfies are the same, as more of your friends post, checking your face book status becomes a daily obsession as you wait to see who will go next ( and of course comparing your own barefaced selfie to that of other girlfriends who are only ever seen in full glam mode!)
Guys might tell you growing a moustache is hard to do, but all it means surely is getting up a little later in the morning as they don’t need to shave? Taking a bare faced selfie is easy, the hardest part is being brave enough to post it… It seems the real trick with engagement is keeping it very simple and easy to do.
A clear call to action
No matter how engaging, it is all for nothing unless there is a clear call to action at the end. Awareness is great, but only if it leads to behaviour change!
Posted on Tuesday, March 25th 2014