During these last years we saw and supported more and more CSR creative campaigns, especially thanks to social media. Indeed, social media are now a common tool to create buzz and easily spread campaigns.
The first original campaign that is running right now is called “No shave November” or “Movember” because men are supposed to stop shaving their beard and moustache. The goal is to raise awareness of men’s health issues during the month of November.
It started one evening when a couple of Australian friends observed that it seemed the moustache or “mo” had gone out of style. Wondering when the “mo” had gone, they decided to create a fun November event called Movember in which “No shaving the Mo” was the main rule. In addition to that, the participants are also supposed to donate money, which is usually spend on shaving supplies, to some kind of cancer related cause.
The first year Movember had 30 male participants. However, this original initiative seemed to catch on people’s attention and soon the event found a partner in the Prostate Cancer Foundation of Australia (PCFA). The campaign became a big hit and every year more and more people are involved in it.
The second interesting campaign called #nomakeupselfies is related to the female world. It began with people posting images of themselves without make up on social networks. The original goal wasn’t to raise awareness of cancer research, but the foundation Cancer Research decided to exploit this trend and asked people to donate via text. The campaign raised £8m in just one week. It was a big success thanks to the ability of Cancer Research to manage the event: indeed, it responded quickly to this movement, creating a sense of community, and it was transparent about the ways in which the funds will be invested.
The third and last campaign has women as protagonists as well. It’s the #raceforacure, the world’s largest fundraising event for breast cancer, founded by Susan G. Komen. It consists of a series of runs and fitness walks to raise money for breast cancer, to raise awareness of the disease, to celebrate those who have survived breast cancer, and to memorialize those who have not. The first race was organized in Dallas, Texas, in 1983, with 800 participants. Nonetheless this event is becoming more and more famous the number of participants could also reach over 1,6 million people, as it is occured in 2010.
During every race, participants’ donations are collected, of whom three-quarters are used locally to pay for community programs (as breast health education, breast cancer screening and treatment projects) and the remaining quarter is sent to the central organization.
Therefore, as we said before, these three examples are the evidence of how many CSR or grant campaigns are involving a large number of people thanks to the web 2.0 revolution. Now the real challenge is finding a creative idea and creating an original event where participants can have fun and feel useful at the same time.