As the corporate world seem to struggle with the world of social media, it seems as though tools such as Facebook and Twitter have proven to be invaluable to not-for-profit organizations.
Why? For me, it comes down a few things:
- Firstly, how many people do you know that would publically say something bad about a not-for-profit? Not many… for the fact that there is very little ‘bad’ press that follows these types of organizations means that they are more adventurous when getting online
- It is CHEAP CHEAP CHEAP – for organizations that rely on the charity of others to function, social media allows them to get out there without the cost that is attached
- Not-for-profits are about spreading the word…. Going viral is the best way to create ‘buzz’ about what you do, to create a following and allow organisations to connect with people in the wider community
So can social media save the world???
Greenpeace are sure proving it can! Not afraid to rustle the feathers of some big companies, they have made a giant splash online. Their most recent campaign is a series of animated videos that depicts The Break Up of Ken and ‘Bulldozer’ Barbie…. A viral Greenpeace campaign based on raising awareness on Mattel’s destruction of the Indonesian rainforests for toy packaging.
Greenpeace have a website dedicated to the cause, outlining a storyline of the very emotional and public break up of the pair – in addition to creating a Twitter account for Ken as he details on video how his perfect partner has become an environmental wrecker.
Some might think this whole thing seems a little bizarre, but Greenpeace have proved being quirky works. Last year they launched the ‘Kit Kat Killer’ campaign on a similar issue that instigated action by Nestle to stop using products that came from rainforest destruction.
Some might think this whole thing seems a little bizarre, but Greenpeace have proved being quirky works. Last year they launched the ‘Kit Kat Killer’ campaign on a similar issue that instigated action by Nestle to stop using products that came from rainforest destruction.
Personally I think the Greenpeace has made an important issue approachable for the masses… in a most HILARIOUS way! And they have kept their followers engaged in the issues by asking them to ‘unlike’ Mattel and write letters to the CEO, instead of pushing consumers to boycott products. They use social media to instigate social action in a very witty way.
What are your thoughts? Do you think Greenpeace are Barbie-bashing and people are missing the point? Or is Ken right to not to date a girl that’s into deforestation?
Brilliant post Sonika! I think is a really clever use of sm by Greenpeace to highlight a global issue that the general public would otherwise have no idea about. Ken was right to ditch Barbie until she changes her ways :)
ReplyDeleteI agree 100% with Hubba that this is a brilliant idea!!! Now I know... hahaha, people would not know the reality behind all companies. Greenpeace nailed it!
ReplyDeleteSocial media is all about conversations. This campaign was brilliant because it got people talking.
ReplyDeleteGreat post, Sonika! :)
Great work! I like the idea of getting people to "unlike" the brand. It calls for action and I'm pretty sure it could have. You therefore get involved with greenpeace and therefore think a lot more about them, which will hopefully lead to thinking of how you can help them.
ReplyDeleteGreat campaign and great blog!
Ross
Thanks everyone :) I really think that Greenpeace have worked hard to keep their ideas relevant to todays youth. Unlike a lot of charities that tend to stick to traditional means of getting people involved, they really arent afraid to be extravagant...
ReplyDeleteThis week on the Gruen Transfer they actually talked a lot about how not-for-profits promote them selves and showed the Kit Kat campaign the Greenpeace did last year!
Hey sonika…thats a very good post…well i think its a brilliant idea seeing a non -profit company use social media in such a creative way to spread the message rather than using their other means. This makes people not only to notice the situation but also act upon it..great blog..cheers :)
ReplyDeleteAwesome blog!! I love that Greenpeace have done something clever and witty using social media that has obviously generated a lot of dialogue, which as Wags pointed out is the whole point of a stunt like this. I also think Greenpeace has tended to take itself too seriously in the past- many people out there hate 'tree-huggers' and fail to listen to their messages, no matter how important they might be. Therefore by using a light-hearted approach to address a very serious issue, I think Greenpeace will have more success in getting people to sit up, take notice and take action. It is so different from a typical 'save the whales' campaign which we have all seen a million times over- these campaigns tend to just become 'noise' to many of us and lack originality (not that the whales aren't important!)
ReplyDeleteI think social media still plays a important role in NGO. It encourages more people to participate in the action, or at least to generate awareness and interest. That's the 1st step for NGO to develop market. When you see an activity which no one in your circle knows, will you be interested to do that? What if many people in your circle pay attention and even get involved in it?
ReplyDelete