I love it when campaigns for social good actually work. Especially when they use video, as this approach has been a bit overdone lately. Watch this one as a guide and check out my 8 success points afterwards.
#1: It’s targeted.
The title of the campaign says it all. It’s a campaign directed at teenagers, 16-year-olds to be exact. Too often when creating campaigns we try to target all people at once. This waters everything down.
#2: The target has a periphery.
Even though it’s outwardly aimed at 16-year-olds, let’s be real. It’s people like me (33 year olds) who are actually watching it. This age group tends to have influence over teens, so there’s another level of action we may have just inspired. It’s us older folks who get all sappy at the idea of talking to younger versions of ourselves…
#3: It’s funny (at the right times).
Gotta love the pale, red-headed guy talking about how hard it is to be a “ginger”. I had never heard the term, but with my Irish roots and knowing lots of people who look like him, I laughed out loud. And the humor was perfectly timed…I was just starting to get a little depressed when they sprinkled that in.
#4: It’s easy.
“Just ten minutes”. Hey, that’s do-able, to check your skin (or a loved one’s skin) for 10 minutes every so often. Low commitment, high return and big stakes for taking the time.
#5: Success is fast.
They tell you what to look for when you take that ten minutes. (new moles, ones that change size, shape, color) We can all handle that. Easy enough.
#6: I didn’t want to kill myself afterwards.
Every good cause needs to tug at the heart strings. Hearing about someone who died at 26 of skin cancer just ain’t right…that’s a good shock to the system for the folks I refer to as “the invinceables”. Thankfully this campaign doesn’t dwell on it, though…otherwise people would tune out. I teared up, but didn’t cry. That’s an effective emotional balance.
#7: No preacher man in the house.
It’s amazing how many smart people with good intentions absolutely destroy opportunities to create change by simply talking too much. Or talking wrong. Or worst of all, talking down. I approach the campaigns I create as a very awkward discussion that needs to be addressed at Thanksgiving. You gotta strategize the timing, the words and anticipate the rebuttals to ensure Uncle Mort doesn’t have an outburst.
#8: Just 5 minutes
And bam! All these things done right in just 5 minutes. It felt shorter, yet another marker for success. That’s the sign of a well-done piece. Way to go, David Cornfield Melanoma Fund!