Mencap’s new campaign Here I Am is making huge strides in challenging stereotypes around learning disabilities. Its cross-channel approach has been gaining reach and engaging wider communities to not just support the campaign but to join in and be a part of it.
Here are our five things that we can learn from Here I Am:
1.Be authentic and be personal:
What makes this campaign so instantly powerful is that the people at the heart of it. We’ve seen so many great stories and photos shared by Mencap campaigners. The campaign is inherently personal, people aren’t speaking on behalf of those with learning disabilities they are amplifying their own voices, illustrated in their hashtag #HereIAm. Firsthand stories are often the most powerful, put the people you support at the centre of your campaign, provide them with a platform to tell their own stories.
2.A commanding hashtag goes a long way
Here I Am is such a strong and positive statement. The message and purpose of the campaign is to make people with learning disabilities visible and recognise who they are and the potential they have. #HereIAm has reached an estimated 218,000+ people already. A hashtag should be short, snappy, and inclusive to encourage people to join the conversation- always be sure to check your hashtag hasn’t already been used.3.Crowdsourcing content
Encouraging user generated content is a great way of engaging your online communities and making people feel a part of the cause. It also provides you with loads of authentic and shareable content. If you check the #HereIAm hashtag, and Mencap’s twitter channel you can see the wealth of contributors who are sharing their stories, their photos and their messages of support for the campaign and cause. If you’re a small charity with limited resources this is a great way of getting content.
— Laura Angel (@fletchface) October 26, 2016
4.Visuals, visuals, visuals
The campaign video makes a big impact, it is short, bold and brilliantly executed putting DJ Casey Dude centre stage remixing an audio track to share the message that individuals with Down’s Syndrome are people.
If you’re working with a limited budget look at how they make their campaign tweets visual with powerful images and create bold graphics with supporting stats. They make their content shareable and its simple to create with free online tools like Canva.
Getting fashion photographer Rankin on board is a huge feat, and his portraits are a really powerful addition to the campaign. Other celebrities some of which have had loved ones with learning disabilities like Jo Wiley and Sally Phillips have shown their support online too sharing photos and videos. Whatever your cause, the likelihoods are it will be close to the heart of someone in the public eye so reach out to find your ambassadors.
— Jo Whiley (@jowhiley) October 21, 2016
And we can see the impact, the #HereIAm has been getting great coverage in the media featuring in the Evening Standard, Time Out, Huffington Post and Daily Mail amongst others this week alone, it will go a long way to challenge perceptions around learning disabilities.
Other charity campaigns doing it well:
Cancer Research’s #CancerRightNow a strong hashtag, great videos, plenty of UGC and authentic storytelling
Scope’s #EndtheAwkward playful and original, great visuals and diverse supporting blogs
These campaigns reflect sounddelivery’s ethos that the most powerful stories come from the source. These charities are leading the way in championing firsthand storytelling.
The Social Media Exchange
You can gain practical skills for your 2017 campaigns at the Social Media Exchange on Monday 6th February 2017.
We’ll have interactive and practical masterclasses on user generated content with Cancer Research UK as well as sessions on video, audio, using firsthand storytelling, photography, digital
storytelling skills and trends and more.
Find out more and register today at www.socialmediaexchange.org.uk