social media campaign for social change

It does'nt have to happen logoThe “it doesn’t have to happen campaign” was launched in May last year, so it is not new, but I think it’s a good example of an effective social media campaign aiming to affect social change.

As you are aware, there has been a rise in the number of knife stabbings in the UK. Last year, the British Home Office invested 3 million pounds on a multi-channel campaign to promote their anti-knives message.

A lot of the collateral for this campaign was used on social media platforms, and interestingly the campaign was co-created with English youth. Some more info on the non-digital components of the campaign can be found on the government Crime Reduction site.

Some executions include:

Campiagn at the end of July 09 reported the success of this campaign as:

“Effectiveness data indicates that it has struck a chord with its target audience of ten- to 16-year-olds. Overall, the campaign generated more than 12 million views of its viral ads and more than 187,000 visits to the Home Office’s online campaign hub. And, a Mori survey showed 73 per cent of ten- to 16-year-olds agreeing the ads made them less likely to carry a knife.”

This video shows some of the off-line promotions that form part of this campaign

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