I love my hands because they help me give things to others
I recently project managed a social media campaign for the YWCA called Love Notes. The project ran via a Facebook App and aimed to help young women see their bodies for what they do, not for what they look like. Love Notes was aimed at young women over 13 years of age and was all about encouraging them to move away from instinctively thinking about their ‘most beautiful’ body part and instead think about what body part helps them achieve, succeed, help others. Essentially what part of their body helps them to do good things!
Several brain storming sessions and a couple of focus groups later, we came up with the concept: young women were invited to take a photo of their favourite body part and post it, with a caption describing why they like it, to a YWCA-generated Facebook app. They were invited to ‘share’ and ‘like’ the campaign. Each participant went in the draw to win a Polaroid camera (donated by Polaroid after a smiley phone call from me).
Drawing on celebrity contacts, I secured a high profile ambassador to front the campaign including taking part in the Love Notes promotional video which was posted on YouTube, the websites of many like minded organisations and Facebook pages of other celebrity contacts.
The campaign was a real success, achieving all YWCA’s target outcomes.