After asking over a 1,000 Civil Society professionals in the UK working on the widest range of causes, what their favourite and most memorable cause campaigns are, and why they had such an impact on them – Here are the top ten responses received (in no particular order).
The responses have been equally varied and fascinating – with examples dating all the way back to the 1960’s! It’s also clear, from reviewing the top answers, that there’s a pattern in all of these top campaigns in that they all appeal to our emotions beyond those temporary, immediate reactions we are accustomed to experiencing.
Some of these campaigns attempt to evoke the feeling of guilt and empathy, while others try to make us reflect, smile and even laugh. Ultimately, they all attempt to make us aware of and respond to their respective causes. And that is essentially the key difference between marketing in the commercial world and the Civil Society – where the help of donors and supporters is a commodity for the beneficiaries, that is, those benefiting from the services and products of cause-related organisations – such as the ones behind the campaigns listed below…
The psycho-sociological outcomes of these campaigns are also notably different in such cause-marketing campaigns. According to the feedback, what made the campaigns listed below so powerful and memorable is that they don’t ask for anything immediately – they require behavioural or perception change. These campaigns illustrate each organisation’s ability to understand that, in order to really make a change in society you must be able to empower the viewer with enough of the ‘right’ information and build enough of an emotional connection, so that in turn they will want to do something about the issue you present them with.
Have a look at the submitted campaigns here and let us know below what your own reactions towards them are:
- ‘Give a man a fish’ (1996)
- ‘Face the Facts’ (1969)
- ‘Stop Nuclear Suicide’ (1963)
- ‘Full Stop’ (1999)
- ‘Legacy Campaign’ (1993)
- Dog’s Trust:
- ‘John Bell’(2005)
- UK Gov.:
- Scottish Wildlife:
- ‘Legacy Campaign’ (2014)
- British Heart Foundation:
- ‘Staying Alive’ (2012)
Thank you to all those who submitted their answers – I hope this helps you and your colleagues in developing more impactful marketing campaigns for your cause.
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