A presentation on how Social Causes are employing social media and other media channels for successful marketing campaigns. Presented at Victoria University's School of Marketing.

1. Media Strategy
for Social Causes
Guest Lecture Victoria University
Marketing School, April 12th 2016
Antony Young
Former Agency CEO
Author: Brand Media Strategy

2. The media guy in the Mad Men era

3. The role of the media planner has transformed as the media world has dramatically shifted.

4. My first social marketing campaign

5. The charity marketing playbook we used back
then … it still works!
1. Find an ad agency that has some heart for
the cause
2. Appeal to their creative ego and desire to
win an award
3. Get them to pull every favor in the book,
i.e. lean on the production house and
media companies for free media
4. Create a TV spot or a print ad that is
controversial, get the media to cover,
especially Adweek
5. Write a case study and create a video for
Cannes, scramble to find some statistics to
show it worked!
However today social causes are finding new
media to market their case

6. Everything between
a brand and the
consumer is media …
“ “

7. There are many more media channels to explore
beyond the most obvious paid and social channels
… you just need to be creative
Paid Media
Social Media
Unpaid, Alternative
Media

8. over 1 billion people still use
unsafe drinking water sources.

9. UNICEF Tap Water Project:
Using NY Restaurants as a
media channel
• Started in 2007, with 200
restaurants
• Restaurants and waiting staff
during World Water Week asked
patrons to order tap water instead
of bottled water and donate $1 to
UNICEF’s Tap Water project
• Multiple cities have since followed
• Has raised nearly $3m
• Generated awareness of the
drinking water problem
• Changed how NYers ordered
water

10. Train safety today
is an alarming issue.

11. Melbourne Metro Trains: Recording and
Releasing a song as a media channel
• Created a song and video
“Dumb Ways to Die”
• Released it on YouTube and
then iTunes
• Radio stations played it for free
• Over 200 cover versions were
recorded and uploaded on
YouTube
• Dedicated Tumblr account
• Video linked to a site to pledge
to be safe by trains
• 21% reduction in deaths vs.
prior year
View video on http://bit.ly/IDdZXt

12. Skin cancer is one of the most common
cancers among 15-24 year olds

13. Karen Clifford Skin Cancer Charity: Fake newspaper story
• Created a fictional sun cream – Sunny-3,
which claimed to triple the power of the
sun on the skin
• The Sun ran two fake news stories about
night-tanning, a craze hitting the UK
• Online product reviews
• eCommerce site where visitors were
invited to apply for a free sample by
entering their details
• A week later, the hoax was exclusively
revealed in The Sun, applicants for the
product trial received a hard-hitting
warning about the dangers of binge
tanning
• 17,000 people visited the ecommerce site,
with 82% ordering a free sample
• 14 million people saw the story reporting
on the hoax campaign

15. A film to spark the
conversation
• The “Let's Talk About Sex” film
was created with the intention
of sparking public dialogue
about and family
communication on teen sex and
sexuality issues
• Screened on the TLC Channel
• Released online via Amazon and
other free sites
• Created numerous panels,
articles and interviews
Edited clip of “Let’s talk about sex” movie http://bit.ly/1RYfXPR

16. … and they used social media to promote it …
http://bit.ly/1SvzUx5View video

18. The Incredible Edible Project:
The media value or a powerful
spokesperson
• A movement of growing food in public places
has been adopted in 200 countries including
now Geraldine in Canterbury
• Pam Warhurst, co-founder of Incredible
Edible (see her Ted Talk on
http://bit.ly/1LKZ3Rr)
• Personable and inspirational spokesperson
• Key skillsets to a social enterprise: -
operations, driver, networker and strong
comms person

19. The power of celebrity to promote causes

20. Recruit corporates to join the cause
• They want to do good
(or be seen to do good!)
• They have money and
resources
• Most companies believe
its good business to be
support the community

21. Chipotle: Meat without Drugs

22. National Sponsor
Acqua De Gio donates
$15 for every special edition
Acqua for Life
Celebrity Support
UNICEF created Celebrity Tap, which consisted of
packing water from the faucets of celebrities’ homes
into fancy bottles. For every $5 donated through the Tap
Project website, participants were entered for a chance
to win a case of the luxury celebrity tap water.
Supporting companies
These companies provide free advertising and media exposure
to the campaign
Mobile Phone Campaign
The public were
challenged to not touch
their phone to raise
money for the Tap
Project.
A multi-unpaid
media campaign

23. So capturing all this…1. Find an agency that has heart for your
cause (it still works!)
2. Use your imagination and explore media
beyond the paid and obvious channels
3. Do you have a story that media outlets
would want to cover?
4. Make a friend out of your local newspaper
or radio station. Traditional media is still
invaluable in driving broad awareness
5. Amplify with social and paid media if you
have the funds
6. Find a spokesperson or champion for your
cause
7. Recruit a for-profit company or business
to do your bidding

24. Everything between
a brand and the
consumer is media …
“ “

25. @antonyyoung https://www.linkedin.com/in/antonyyoung8 www.brandmediastrategy.com
Good Morning!