This year’s Youth Marketing Summit saw speakers presenting work from all of the usual suspects. An addition to the work presented with a more “serious note” was the Most Shocking Second a Day video for Save the Children.
Sean Pillot de Chenecey, founder of Captain Crikey, believes that the work was socially proactive and transformational. In a recent article, he askes what lessons can be learnt from the campaign and talks about what makes it so different.
The aim of the campaign was to influence the decisions made by world leaders and key influencers in the response to conflict in Syria and the effects it is having on children caught up in it all.
With this in mind, the challenge was about how to not only communicate the impact the conflict is having, but how to encourage a ‘war weary’ Generation C audience to play a part in creating change.
…the key identifiers for this group is that they’re a state of mind, not a demographic. With over 40% of them aged over 35 years, they strive for expression, define their social network, are constantly connected, and value relevance and originality.
– Ceri Richards, Marketing Director, Save the Children
So how do you engage with and truly inspire an audience that are constantly connected and consume hours of content a day? There are a few key factors that need to be considered – the first being insights. The facts about the conflict in Syria are devastating and, when presented, are impossible to ignore.
The second is in the execution. With the video shot through the perspective of a child, we instantly connect with that point of view. When content is emotionally engaging, it is 30% more likely to be shared, so using the multiplier effect of social media and other online platforms the campaign has a much higher chance of ‘going viral’.
The final point is that there needs to be consumers what they can do about the challenge the campaign presents – the call to action. With instant access, the audience is given the power to create real change in real time. This is an important tool towards achieving the goals of such a campaign.
With all things considered, it fundamentally comes down to one thing – connecting with the audience on an emotional level. Many campaigns in the past have been successful with audiences by taking them through one or more emotion. In some cases the content has no message at all, but the campaign is successful because the audience actually feel something.
The idea that it’s ok to be daring, fresh and controversial can often raise the hairs on the neck of charities that often play it safe. Going forward, I think that charities can take this example and find confidence in the fact that there are new and innovative ways to engage audiences – ways that go against the grain and are still able to achieve phenomenal results.