The story here isn’t really as much about the people involved in the creation of this great campaign (although they’re talented, that’s for sure) as it is about why social media – and video in particular – is such a perfect fit for causes and not-for-profit groups like MADD – and especially groups who target teens.
Part of the reason for the success of the campaign is the fact that they supplemented a traditional posters-in-schools campaign with video. Captivating, can’t look away from, in your face video. Props here to Esparza, as well as to the Wade Brothers, Realfake, Back Alley Films and their sister company, T2, as well as to Bazillion Pictures for the great music. They produced just the kind of not-messing-around-here message that teens need to see, again and again, in order to have any impact. Especially when the message is about teenage drinking and what it can do to your brain. Drinking is fun, brain damage, not so much.
Video is, without question, an effective tactic. And even more effective when you’re targeting a young audience. From a strategic standpoint, with the integration of a video component, they complemented the school poster campaign with a message that could be broadcast in local movie theatres, thus ensuring that it would not only be seen by the teens who were the original target, but by their parents as well. And NM MADD noticed a measurable spike in web traffic to the BrokenTeens.org site, especially during weekend days, a/k/a prime movie-viewing days. The feedback has been terrific, from parents and kids alike – which is not all that common for a public service message. In fact, the campaign has been so successful that they’re now exploring opportunities to roll it out into other markets.
So, take note not-for-profit groups – using video in innovative ways and then working with knowledgeable social media pros who can help your video message go viral is, most definitely, a strategy worth integrating into your marketing mix.