What do you often see on your social media feed? You may have already observed that people turn to the internet for funny home videos, moving images of cuddly animals, and controversial clips, such as those caught on CCTV, by the paparazzi or even by smartphone-wielding bystanders. We barely notice it but online websites are raking in money just by ‘seducing’ us (looking at you, clickbaits) to share those videos that connect to our psyche and touch our emotions.
They have their entertainment value, sure, but we think most people miss the great potential of the online community in spreading messages that are important and ought to be viral. We acknowledge though that virality is a buzzword that is hardly linked with advocacy. For one, it doesn’t sit well with some advocates as viral campaigns remind them of commercialism’s tools of deception and distortion of views.
But what do we make of the Ice Bucket Challenge, a fundraising phenomenon that gained worldwide attention for amyotrophic lateral sclerosis (ALS)? The ALS Association raised funds that way until high-profile people caught on including Microsoft’s Bill Gates and Facebook’s Mark Zuckerberg, challenging their equally high-profile friends. It was a hit in the middle of last year, and by the end of August, the organization reported a total of $100 million worth of donations. Aside from acquiring this hefty sum, awareness about ALS has skyrocketed, and ALS survivors and their families feel more open to talk about their struggles.
The Ice Bucket Challenge is one of the most successful viral campaigns in recent years.
We at MP-KNN think that this campaign works because it has mechanics that enjoin a community (tag three friends), appeal to all classes, and convey a very clear call to action (take the challenge or donate, or do both, within 24 hours) for a real and urgent cause (ALS). We have to admit, the celebrity factor significantly helps too, but on top of all these, it’s the storytelling built around the cause that gets people involved.
We are waiting for the next viral campaign and wish it could involve you and your causes. But as you think about what you can do to spread your message, here are some videos to inspire and guide you. Below are causes for women and girls in celebration of International Day of Action for Women’s Health on May 28.
How will taking care of a young girl affect communities, countries, and generations? Learn it through this campaign video by GirlEffect.org.
Can’t seem to explain how consent works? Here’s a comic-style guide that uses tea as a metaphor. Great for all ages and genders! A collaboration by RockstarDinosaurPiratePrincess and Blue Seat Studios
What better venue to do your campaign other than where the problems happen? StopTheTraffik.org did just that and delivered the message to its target audience right there and everywhere else.
Nothing like good old advocacy messaging with a twist of modern illustration. Women’s Global Network for Reproductive Rights (WGNRR) painted a clear picture of why and how we should fight for women’s health.
Any good advocacy videos you want to share with us? Comment below!