The Good and the Bad: Social Media Campaigns

THE GOOD: Campaign to end child brides

In 2016, the UNFPA and UNICEF announced a new project to end child marriage by 2030.[1]  The new initiative includes a series of social media campaigns that have been quite successful in creating global awareness on the issue.

#endchildmarriage campaign was created when UNICEF approached Bridal Musings in the creation of a video clip to end child marriage. With an already large blog and social media following, Bridal Musings’ video had over 17 million views on Facebook. The “Story Book wedding-except for one thing” video depicts the fairy tale wedding, but as the story progresses, it becomes clear that something is terribly wrong. Lilly, the bride, is only 11 years old and John, the groom, is 35 years old. She is a child bride!

Their followers are called to action. They are asked to share the hashtag #endchildmarriage on Facebook, Instagram, and Twitter to increase awareness and put an end to child marriage.

#drawaline campaign was created by UN Women (UK). It is a clever social media campaign that tests your humanity by using a reCAPTCHA “human test”. It is a series of pictures that include pictures of brides and then children. To pass the test, you must select images of brides only. The results: 72% of 8806 participants failed the Humanity Test.[2]  The results of the test appear, along with a short story of 3 child brides, one as young as 8 years old.

The next page is a call to action. Participants are asked to share the test with others so that their stories don’t go untold. Take the Humanity Test now!

Humanity Test

Humanity Test Results

Humanity Test “Share”

 

 

 

 

 

 

 

 

 

 

THE BAD: Dove Campaign

In an effort to embrace differences in women, Dove has received backlash through social media for being unthoughtful in their approach in 2017.

In April 2017, Dove #realbeauty created a limited edition series of body wash bottles that were meant to represent different women’s body types. “Beauty comes in different sizes” campaign was instantly met with humorous and concerned comments that flooded social media. Just reading the comments on YouTube was enough to turn me off as a consumer. Take a look, pretty funny material.

Read more about it here.

#realbeauty Dove Body Wash Campaign

Not long after, Dove posted a short clip on Facebook of a black woman removing her shirt to become a white woman. The backlash was so quick, that Dove apologized and immediately took down the post.

Dove Body Lotion Facebook Campaign

 

 

 

Perhaps Dove should reconsider their social media strategy?

 

 

 

 

 

[1] https://www.un.org/youthenvoy/2016/03/new-un-initiative-aims-to-protect-millions-of-girls-from-child-marriage/

[2] https://jwt.co.uk/work/the-humanity-test

https://bridalmusings.com/end-child-marriage-now/

 #thegoodandthebadsocialmedia

 

#thegoodandthebadsocialmedia, #atomygates

One thought on “The Good and the Bad: Social Media Campaigns

  1. Interesting to know about the Dove campaign. , I agree that the one you mention here in your blog is really bad! They recently did a new line for babies and I find that campaign (#RealMoms) was really well done.

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