In 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/