If you think you’re saving the whales or curing cancer by “liking” certain pages and posts on Facebook, you’re not…according to UNICEF Sweden. The organization recently launched a shaming advertising campaign targeting slacktivists. The organization is looking to communicate the simple message that Facebook “likes” don’t save lives.
In April, UNICEF Sweden released three television ads and a poster advising the targeted audience to support humanitarian aid through monetary donations instead of social media activity. The ads have since gone viral receiving more than 40,000 views on YouTube.
One of the most poignant scenes from these commercials is that of a young orphan speaking directly to the audience from inside a dilapidated room explaining that he’s not worried because of the size of UNICEF Sweden’s Facebook Fan base. “Sometimes I worry that I will get sick, like my mom got sick. But I think everything will be alright. Today, UNICEF Sweden has 177,000 ‘likes’ on Facebook,” he says.
https://www.youtube.com/watch?v=AZBKVq87W1Y
However, the ads in general do have a more light-hearted, sarcastic tone in their criticism of many business’ and organizations’ obsession with “likes”. In one ad, a larger gentleman purchases beer with “likes”, and in another ad, a man purchasing a cashmere sweater explains to the clerk that he’ll be paying for it with social currency. The campaign’s ads all end with the slogan: “Vaccines can’t be bought with ‘likes’ either.”
UNICEF Sweden does acknowledge that many social media efforts do assist in building awareness for certain issues, but they are concerned most social media users’ activism will end with the “like” button (and they’re using the imagery of a starving orphan to remind its audience of this).
Coming from a marketing and public relations perspective, there are many parts of this campaign that can be criticized.
1.) It seems as if the organization is assuming their Fans and Followers who are active on social media do not donate to the cause. Is there research that proves this? Why not allow both activities to occur?
2.) Like we’ve mentioned in previous blog posts, research has shown that shame tactics do not instigate action. They produce negative emotions and, in turn, turn off the targeted audience.
3.) It’s clear the organization does not understand the purpose of social media. Social media is used to develop and cultivate relationships. It is an inappropriate place to be demanding monetary donations.
So, what do you think? Will this campaign push their audience to give or will it just bring about the same “word-of-mouth” marketing the campaign is dismissing?
Sources:
http://adland.tv/country/sweden
