1) Understand the problem
Take the extra step to learn about the history, cause and impact of the subject you’re planning to address
Speak to the people directly affected by the problem.
Ensure that you’re hearing from people from all walks of life to understand how the problem effects them.
Don’t be afraid to move away from your social audience because while your audience may be niche, the cause isn’t
Don’t just jump in before taking a step back.
A lot of brands tend to make the mistake of jumping on a bandwagon and capitalising on trending causes like equal rights and plastic pollution without taking a step back to assess whether their campaign aids the cause or the people effected by the problem.
Some causes need brands to help drive awareness but most require brands need to show up with solutions that actually make a difference.
So take a step back and question whether or not you’re campaign adds value to the cause
Ask a professional
It’s very easy to get stuck in a marketing bubble and what could be found on Google but with cause marketing in particular – don’t be afraid to consult professionals who work on the cause and in the field on a daily basis to better understand how to address the problem.
One of the most powerful things you can do as a brand is to make your audience feel like the hero of the story. Ask yourself whether the campaign fits into your brand’s narrative and how you could communicate a complex topic while making it relatable to your audience.
& finally, Tip #6 –
Assess whether your campaign helps the cause or just helps sell a product. Whether it inspires action or creates conversation. There’s no harm in taking extra steps to reevaluate and redesign and campaign to ensure it truly has an impact!
Stay tuned for the next video from #CreateImpact soon, but in the meantime please share what you’d like to add to these tips!
By Ninoksha D’souza
Create, every day.
We're proud to support Volkswagen in their vision to ‘move people forward’ through a social approach that will create a positive impact within the community.
It’s been incredible to see the social distancing wristband story picked up by so many publications around the globe. "As nearly 100 employees went back to work in the office of a Dubai media company, managers found a way to avoid awkwardness around social distancing" -colour-coded bracelets indicating how staff want to be greeted - Reuters reports.