Posted by Lauren Miller
This week the phrase “I like it on…” has dominated women’s Facebook statuses all over the U.S. and left many men in the dark, wondering “what the heck?” This provocative campaign was launched with the intention of raising breast cancer awareness during October, which is Breast Cancer Awareness month. Organizations around the U.S. that support this cause are getting very creative and some have wondered if they have lost sight of their objectives in driving education and, more importantly, fundraising.
As reported in The Washington Post and elsewhere, women are posting where they like to keep their purses when they come home, but they conveniently leave out the word “purse.”
While we must appreciate the creative techniques and fun “members only” campaigns many organizations pursue, we must also ask tough questions such as are these campaigns relevant or useful? Posting a status such as, “I like it on the floor,” while provocative and no doubt a conversation starter, doesn’t clearly relate to breast cancer or awareness of cancer for that matter. How does writing a provocative, ambiguous message draw attention and awareness to a disease that, according to the American Cancer Society, will claim approximately 38,000 women’s lives in 2010?
Many critics argue that creativity for the sake of creativity campaigns don’t work because they lack relevancy. While people are talking about the messages and the innuendos, they miss the true meaning and point of the campaign. Is there a logical transition to encourage women to sign up for yearly mammograms, encourage individual involvement or donate money? Proponents argue that the causes are being discussed and through these titillating off-the-wall social media campaigns, more people are getting involved in one way or another — joining a team, hosting an event at their office, or as simple as making a donation.
Whenever a company, a charity, or an organization is brainstorming on new ways to raise money for their cause they need to ask “how will this plan and medium help us accomplish our goal? “ The Facebook campaign for breast cancer awareness, while not directly relevant, has garnered lot of attention from the media and the average person who used Facebook on a regular basis. The cause is being talked about and women are participating in the Facebook campaign with their comments, which is easy to do. Whether or not that leads them to get more involved in the cause is another story. At least the main objective of brining awareness to this disease and shedding light on it during this month has been accomplished.
And for the record, I like it on the kitchen table!
