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Community / Aug 2018

Guide: 5 Stand out Social Campaigns

#MeToo – The Social Movement

By far the most powerful and organic social movement of its time, #metoo in many ways was the progeny of the #womensmarch hashtag, following Trump’s inauguration and the protests that eventuated.

African-American civil rights activist Tarana Burke founded the ‘Me Too’ movement and began using the phrase in 2006, to raise awareness of the prevalent sexual abuse and harassment in society.   The mantra developed into a broader movement after American Actress Alyssa Milano popularised the expression in 2017, with use of #MeToo as a hashtag following the outpouring of sexual abuse allegations against Harvey Weinstein.

After Milano encouraged those affected to use the hashtag to not only vocalize but publicize their own abuse, it became a united rallying call, spreading into a powerful and global social movement overnight.

The #metoo effect was astonishing and continues to be.  It caused widespread reverberations of resignations, dismissals, lawsuits and policy changes across a multitude of industries such as the entertainment industry, mainstream media and global politics.  The hashtag’s use has become so permeating around the world that Twitter created an icon of multicolored raised hands to accompany its use in tweets.

 

Spotify’s ‘2018 goals’ 

New Years Resolutions are always interesting, but Spotify’s ‘2018 Goals’ campaign was actually hilarious.  Created in-house and using the same format as its last campaign,  Spotify pulled its colourful user data to create laugh-out-loud fun facts of its listeners, and shone a light on it for us all to enjoy.

The well executed data-play plants peculiar and (very often) amusing habits of it’s listeners on billboards around the globe.  Positioned as a new years resolution, the ads highlight ‘winning’ behaviour from 2017 to drive its users ‘2018 Goals’.

It’s one of the most clever placements of user data in the advertising industry to date, bridging the gap between online and digital to give the campaign a local feel and relatable success. Our favourite headlines are “Be as loving as the person who put 48 Ed Sheeran songs on their ‘I love Gingers’ playlist.”

Airbnb’s #WeAccept

Toward the end of 2016, Airbnb faced widespread allegations of discrimination, with reports of its hosts turning away guests due to race, religion and other discriminatory reasons.

Turning crisis into purpose, Airbnb publically acknowledged the issue on its’ platform and put out a call demanding its elimination.  They introduced their ‘Community Commitment’ initiative, requiring all of its users to declare and agree to “treat everyone in the Airbnb community—regardless of their race, religion, national origin, ethnicity, disability, sex, gender identity, sexual orientation, or age—with respect, and without judgment or bias”.

In 2017, Airbnb made their socio-political stance clear after US Government announced a travel ban on seven muslim-majority nations.  Airbnb propelled their #WeAccept campaign on a national scale with a powerful commercial on the Super Bowl stadium. Following this they began a global call-to-action via social media, inviting their customers to participate the company’s goal – to provide homes to 100,000 people in need over the next five years.

So far figures report of over 15,000 people voluntarily opening their homes to somebody in need. Check out the campaign below.

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 #PuberMe for Puerto Rico

The social campaign started when The Late Show host Stephen Colbert and actor Nick Kroll publicly encouraged celebrities to share awkward photographs of their teenage selves, and post it online using the hashtag #PuberMe.

For every celebrity that participated, Colbert’s AmeriCone Dream Fund (a charity donation via the Ben & Jerry’s ice cream flavour) promised to donate $1000 to Ruerto Rico after extensive damage caused by Hurricane Maria.  Shortly after they announced the campaign, stars like Reese Witherspoon, Jimmy Kimmel, James Corden, and Amy Schumer shared their embarrassing pre-pubescent snaps.

Aside from the fact its aim was to raise money for a wonderful cause, the campaign tapped into society’s obsession with celebrities and the chance to see them as relatable, awkward teenagers.  It speaks volume about the power of celebrity culture, and the campaign raised over one million dollars for Puerto Rico Relief.

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