Audience Participation: charity campaign

Screen Shot 2016-02-21 at 19.25.48.pngIn the new digital age, user generated content and audience participation is becoming increasingly popular as audiences have the platforms to do this. On example of this is the Estee Lauder Breast Cancer Awareness campaign. The campaign encouraged audiences to share their stories through the campaign website, allowing those affected by the disease to write, upload videos or photos to share their experiences and to support each other through difficult times. The simplest way audiences can participate is by sharing links to the site on social media, meaning the campaign reaches a broad demographic.

The campaign’s main focus was encouraging people to take action. The creators encourages audience to raise awareness by informing people about the actions that they have taken by documenting the event through pictures and videos on the website. There is also the ‘Global Community’ section on the website which shows audiences the scope of the campaign, encouraging them to join in too. User participation is extremely significant for this campaign as it is all about people and working together and supporting each other. Personal stories are a good way to create an emotional connection to an audience, which is important in a campaign about such a cause.  It gives the campaign a human element that connects women all over the world. It also reinforces and reminds people hat cancer is real and is happening now to millions of people, making the need to donate and act more immediate. By participating, audiences will also feel as though they have played their part in the campaign and may encourages other to do so too.

This article talks more about the psychological affects that pariticpating in an advert can have on its audience: http://adage.com/article/cmo-strategy/interactive-ads-pack-punch-audience-participation/230490/ 

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1 Comment

  1. The example of my colleague is indeed a very interesting one as it represents the industry’s growing intention to employ natural human impulses such as sympathy or wishing to help and the notion of a community to reach the aims of its campaigns.

    As dully noted in the post: ‘it is all about people and working together and supporting each other’ (see Audience Participation: charity campaign). Campaigns as these, which are built upon a cause, identify the necessity to create a sense of community among its audience.

    What better way to achieve it that letting people create it themselves?

    These ‘personal stories’ (see Audience Participation: charity campaign) contribute for the creation and sustainability of a very specified type of audience member: one that might feel sympathetic and willing to help.

    What this example illustrates is the concept of ‘subconsciously pushing your audience towards a desired outcome by relying on a set of predicted human feelings and interactions.’ It can be quite successful, especially when employed in campaigns, dealing with issues of such global importance.

    The significance of the participation in this case serves people’s often concealed desire to ‘play their part’ (see Audience Participation: charity campaign), while reassuring themselves of their overall humanity towards strangers within the online environment.

    Like

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