Creating Movements for Social Change

8 09 2010

I recently posted a blurb about Brains On Fire and the PR campaign movement they created called Rage Against the Haze.

A recent blog post by Brains on Fire, Movements Move People to Believe, further discusses the notion of movements and what makes a movement so special.  A movement must be generated by the organization or group of people who support it.  They must believe in the organization and believe in themselves.  This post had me think of our class project involving Safe Harbor, a shelter for abused women and children.  Safe Harbor and domestic violence as a whole needs a movement, not just a marketing campaign.  In order to initiate lasting social change:

  1. People need to receive clear and consistent messages from domestic violence shelters like Safe Harbor
  2. People need to be educated about domestic violence and be shown that there is a better way to live
  3. Safe Harbor needs to encourage people to share their healthy lifestyles or healing stories with others so that they too can believe that they can get help and make a change

The post states that: “any brand can ignite a movement with its customers, so long as the brand can move people to believe in the company, to believe in a better way, and to believe in themselves.”  I think that this advice would be very beneficial to any nonprofit organization who is hoping not only to initiate a PR/marketing campaign, but wants to create SOCIAL CHANGE…A movement.

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One response

16 09 2010
thepeppershaker

I always believed PR was easiest when the product behind it is positive and for the public good. I liked that quote on branding. Good stuff.

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