September 4, 2014
Campaign that creates participation


Campaign is an organized movement created to achieve a certain purpose. Fundamentally, the purpose of a campaign is to make one do something. Making someone agree to a certain purpose and for him or her to partake in an act is a very difficult thing. Raising awareness to a problem and getting an agreement is easy but to move on to the next level of acting and partaking in solving that problem is a totally different thing.
This is why campaigns usually starts with raising awareness and pushing for participation later but this sort of methodology are not an effective way of gaining participation. The moment someone realizes the problem and identifies with it personally is the best time to move into action. Unless the problem is directly related to our lives or the values of our life, only a few of us will react susceptibly to that issue.

A campaign that creates participation recognizes the problem clearly, simply and at the same time provides for an opportunity to take part in it. Of course, communicating the message beforehand looked as if it was done through different stages but there is a distinguishable difference in directly raising awareness of the problem and bringing participation at the same time. There is a significant difference here compared to going through many stages or remembering to take action later on.
The precedents campaign “Demand Equal Pay” introduced below tells us of how to effectively describe a message that is difficult to sympathize with and to bring participation amongst people. “Very Good Manners” is a campaign that shows us new ideas in using the SNS, Mobile App. Campaigns that are in trend to spread the message in different stages but in easy and effective methods that are attractive in raising awareness and bringing participation to the problem.



Through a successful campaign, the New Zealand YWCA raised the awareness of New Zealand women receiving an average income 10% less than the men. They began by a television advertisement based campaign “Demand Equal Pay” that raised awareness of women receiving 10% less income than men and this message was spread out across the nation.
The campaign website clearly spreads the same message. When the screen of the website is completed, it breaks up into two and one falls down to express the unbalance income rate of the men vs. women. When the viewer signs up for the campaign, the screen comes back normal to a balanced state.


Also at the start of the television campaign, YWCA held an event outside the parliament where they sold coffee 10% more expensive to male customers and through the various other experiential events, many people began to be aware of the unbalance of the income problem. In conclusion, the issue was spread across to many people that then led to the new equality legislation being introduced to parliament. This was a paradoxical and intuitive way to raise awareness and bring action from people that brought about successful results.
The result of the campaign brought a heated social debate about the unfairness of men and women’s income through a variety of medias across the country and the final goal of bringing about a new legislation for equality of men and women’s income in New Zealand by collecting the signatures of the nation was achieved.




The Polish Red Cross has started the campaign for underfed children from 2001. However there were still over 700,000 children without hot meals across Poland and this was because there were only 2 fund-raising events during the year that ended in a short-term event.
“Very Good Manners Project” campaign that started in 2013 was a continually participating campaign for all the people that used table manners. A new table manner was added; when one pauses during a meal, the fork and knife will be laid on the table as a cross and when they had finished the meal, parallel to each other. Every time the fork and knife was found crossing each other, like the shape of the Red Cross logo (+), 5PLN in Polish currency (approximately 1700 Korean won, 1.6 dollars) will be added to the bill. This additional charge was then collected at the end of the month to be donated to the underfed children fund.


This campaign started with the cooperation of four restaurants that led to over thirty-two restaurants across the country. This campaign with a simple table manner that leads to helping hungry children, the fact that it is directly related to food itself and using simple and direct method of participation without SNS messages and complicated bank deposits was the key in successfully participating many people to this campaign.

Creating a Brand and raising awareness amongst the people takes considerable time. As we have seen in above precedents, by coinciding the individuals values and the purpose of the campaign, we can achieve easier sympathy that leads to immediate action and we know the extensive effect of this campaign. Funny, scary, shocking emotional elements might be enough to bring people’s attention, but a social issue with a set goal needs a stronger motivation and creates a self-esteem in those taking part in the campaign. We also see a fast-maximized effect of this awareness through the social media channels.

Likewise, we need to pay attention to the ripple effect of the campaign of raising awareness in social issues. This corresponds to the long historical flow of the social rights and in order for us all to coexist together, current mega brands have focused on these various social issues by raising awareness and participation to bring about a synergy effect.

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