IsThatcherDeadYet.co.uk — The story.
NO or YES. That is how this simple website (and many others) answer a quick question worthy of knowing. They even went a little bit further by linking to a hashtag, events and a Spotify playlist.
Any cause could do the same and gain a few tweets/Facebook likes along the way, until the fateful day when NO changes to YES and the website gains hundreds more tweets and Facebook likes.
No need for a celebrity
#itshappening is a shiny post page from 10:10 full of inspiring images and stories of people creating a brighter low-carbon future.
None of the photos are depressing, or full of grumpy people, - everything is positive and happy.
Which is a very smart decision as new research suggests that photos of climate impacts or celebs fair worse when motivating people to action, compared to photos of wind turbines and solar panels; as the thinking is, it makes folks feel like they can do something about climate change.*
So, whatever your charity focuses on - forget the depressing photos and the celebrity endorsements. Just show the smiles and actions already taken place.
*10:10 and many other climate change focused organisations have actually been doing this for year’s. So lets give them a pat on the back and an organic, Fairtrade low-carbon chocolate digestive biscuit.
How to Build a Mass Movement Now
Max St John, clearly explains the points made by Jeremy Heimans inspiring talk, which could effect your own creativity:-
Jeremy Heimans, founder of Purpose.com on “How to Build a Mass Movement, Now”.
The interesting points for me are:
- Make it about the members of the movements, not charismatic leaders.
- Use institutionalised power, don’t get institutionalised, stay autonomous and nimble.
- Movements are not internet memes, build for the long term, consolidate power around important issues.
- Interesting point about digital and social media - memes can be powerful catalysts, but only when they fold into something larger and more meaningful.
- The most exciting moments are where you combine digital and hyper local - connect these two for scale and deeper engagement.
- Be more A. A. Milne, less Alistair Campbell - practice becoming a deft storyteller, not a master of spin.
- Be transnational - make connections between people in different nations, if they’re likely to support an issue.
- Don’t go for the leading edge technology, go with what’s established - Jeremy describes a campaign in India that used missed calls as the engagement tool.
- Go for crowd-funding over large donations from governements or business - this supports your ability to stay nimble and scale over time.
- Don’t expect people to get involved unless you’re prepared to be a truly participatory organisation.
Horrible Gamification of war, but an important step towards interactive campaigns.
As Jon Mitchell states on ReadWrite
“The IDF (Israel Defense Force) Blog now has atrocious gamification badges with points and rewards for sharing the content to social media. For example, if you visit the site 10 times, you get the “Consistent” badge. If you search the blog multiple times, you’re promoted to “Research Officer.”
Yes, Israel has gamified war. This is absolutely horrendous.”
Gamification is the thing everyone is starting to talk about within online outreach. With everyone using social media and apps - creating interactive content is becoming very competitive; additionally making campaigns easy to understand and easy to get behind is appearing to be even harder as the variety and growth of NGOs seemingly increases.
Though, what IDF have done is wrong – organisations and campaigners can acknowledge that rewarding returning visitors with badges, merits plus bonus material can create a better rapport between the two.
2 perfect examples include Reddit and Greenpeace.
Reddit lives off giving fake karma to its users , making them feel like there are filling a big hole within their lives and thus gains a site full of crazy, informative, funny, WTF stuff.
Whilst Greenpeace VW Star Wars campaign gave people points for sharing and acting in making VW become greener.
One issues is, how do you go about creating a gamification platform on the cheap?