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5 Successful Social Awareness Campaign Cause Effect Analysis

Social awareness campaign case study

What is a social awareness campaign?

Campaigns for raising public awareness of a cause or problem are often regarded as long-term efforts to educate people.

What are the goals of a social awareness campaign?

A social awareness campaign’s primary objective is to increase visibility for your purpose. You can increase the number of people aware of your nonprofit’s mission and build a more solid basis of support for it.

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Social media is expanding its reach in every stratum of society in India day by day.

Today in 2016, we have 195.16 million users of Facebook, while the USA, the home country, is lagging with 191.3 million active users.

Twitter is also here to stay. We have 23.2 million Indians actively twitting.

All this happened with the smartphone revolution sweeping every corner of the nation and constantly improving the 3G mobile data networks. With the advent of 4G networks, these statistics are expected to improve significantly.

Over time, social media has become one of the significant parts of the marketing campaigns for any brand, and from product launches to clearance sales, everything is happening on Social media.

Keeping the customer engaged with the brand has become easier than ever as a communication channel to the customer is now open 24X7.

In recent years social media has also become a medium to mobilize people for a cause. Several social awareness campaigns run by NGOs and brands as part of their corporate social responsibility leveraged social media to spread the word.

Following are some of the notable social awareness campaigns by leading brands that used social media as the main communication channel to create awareness in the public.

Make Love Not Scars #EndAcidSale

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Acid attack is one of the most horrific crimes with lifetime consequences for the survivor.

With 90% female victims, this is one of the worst gender-specific crimes, and in India, we have almost 1000 new cases every year.

Often we see people in news debates discussing banning the sale of acid in the open market, and this was precisely the objective of the NGO Make Love No Scares when they started the #EndAcidSale campaign to collect enough support to make this possible.

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They made a series of short films featuring acid attack survivor Reshma Bano, giving makeup tips to the viewers.

Toward the end, she asked the audience why acid is available in the market for just Rs 30, which can scar a face in 3 seconds, while a small eyeliner or lipstick costs Rs 100.

They primarily released these films on their Facebook and Twitter pages and made an official YouTube channel to which 3685 viewers have subscribed to connect with the audience.

Public response to this initiative was unprecedented, and this campaign won gold at the 63rd Cannes Lion Ad Festival 2016.

 Mahindra #SeedTheRise

Mahindra and Mahindra is a known name for their charity work, this year, they teamed up with digital agency “Flying Cursor.” They started the campaign #SeedTheRise to motivate people to donate money for the cause of funding developmental projects in rural India to help the farmers.

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They roped in actor Nawazuddin Siddiqui, famous for his rise from a humble background, and made a short film to convey the message.

They also called in some food bloggers and national chefs who were asked to prepare a dish in honor of the farmers and live-tweet the entire process.

Some city-specific NGOs were invited to spread the word through live chat and discussions using “Twitter” as a primary platform.

In the film, people were asked to donate money for the cause, and a sum of one crore was collected.

Mahindra & Mahindra also donated an equal amount as they promised, and the entire sum of two crores was spent on the cause.

Ching’s secret India Ke Hunger Ki Bajao

India’s fastest-growing food company Artal Group came together with Akshay Patra, a non-profit organization providing free mid-day meals to 1.4 million children of 10,661 schools in 10 states of India to ask people to donate Rs 750 each because that is what it takes to feed a child for the whole year.

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They have Ranveer Singh as a brand ambassador for their premium Hakka noodles brand, Ching’s secret.

They made an ad with the actor featuring him among the school children taking part in their day-to-day activities and telling the viewer what can he get for Rs 750 in today’s world and in the last part he reveals the fact that it takes only Rs 750 to feed a child for a whole year and asks people donate the money by clicking the link below.

This ad was released on mainstream and social media, and Ranveer Singh, Akshay Patra, and Ching’s Secret used their official social media page to spread the word about the cause.

Hashtag #Rs750SeHungerKiBajao became a trending topic on Twitter, helping achieve the goal of one million donations.

This campaign achieved enough mileage by using the famous actor, and his fan group also helped side by side to achieve the goal.

At the same time, this campaign also promoted the tagline of ching’s secret brand, Hunger Ki Bajao.

 Paper Boat #FloatABoat:

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Paper Boat Company which makes packaged traditional Indian drinks, came up with this beautiful campaign in association with Parivaar, a West Bengal-based humanitarian organization that works for underprivileged children.

This campaign, called #FloatABoat, asks people to upload pictures of a paper boat made by them during this monsoon season, and for every picture uploaded on their official social network page brand will donate 20 Rs to Parivaar, which currently houses 805 underprivileged children to help them get a good education.

They also launched a website http://www.paperboatdrinks.com/hopefloats   specifically for this social awareness campaign which will give all the information about this cause, and the total number of the uploaded boat will also be seen there. They have 2430 boats uploaded so far.

The brand’s agency Karishma Lintas made a short film featuring a parent-teacher meeting where parents were asked to make a paper boat. While few of them managed to make the boat rest, they took their children’s help to finish the task.

They also included people buying the product online and sent letters informing them about the cause and asking them to join.

This campaign brought together marketing and corporate social responsibility as it established paper boat’s brand image of “Drinks and Memories” and gave people a chance to relive some childhood memories.

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Johnson Tiles #RedRampProject

India has over 10 million physically challenged people, and Bath tile maker Johnson tiles were responsible for sensitizing everybody about the need to make public places disabled-friendly.  With the help of a 4-minute film, one website, and social media, they started #RedRampProject.

Their video featured three physically challenged people

Fredrika Menezes is an author by profession who has cerebral palsy.

Salil Chaturvedi is a paraplegic and wheelchair tennis player, and sailor.

Anuraag Khandelwal, polio patient and Creative director by profession at the creative agency Soho Square with a shared dream of visiting the beach. Jonson tiles started the initiative by making a ramp at Kiri beach Goa with red tiles to materialize their words.

They also shared stories of people who have won over disabilities and fulfilled their dreams worldwide on their social media pages. The film was also shared there, and people were asked to sign the petition and join the discussion.

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If we look closely, brands associated with these campaigns showed genuine interest in their social responsibility and selected the perfect mix of communication channels to get maximum customer engagement.

In the end, engaging consumers with heart-touching social awareness campaign content on social media is undoubtedly a great way to mobilize them to do their bit for the cause.

FAQ

1. What is a social awareness campaign?

Any planned, time-limited effort to raise public awareness of your cause is considered an awareness campaign.

For nonprofit organizations, this involves planning a campaign to promote your cause, highlighting its importance, and outlining ways that supporters may become engaged.

2. What are examples of Social awareness campaigns?

Some examples of Social awareness campaigns are-

  • No Make-Up Selfie
  • ControlArms.org
  • Stop The Traffik – Sex Worker Dance Video etc.

3. What is the importance of social awareness campaign?

Campaigns to raise awareness can target the general public, stakeholder groups, communities affected by a specific climate issue, etc. Such programs’ ultimate goal is to bring about long-lasting behavioral changes. Raising awareness focuses on increasing knowledge among people and organizations.

4.  What things can you do to raise awareness for a cause?

  • By Raising Fund
  • Put on clothing and accessories, such as bands, T-shirts, etc.
  • By Donating securities, automobiles, and food
  • Participate and Volunteer
  • Discuss It Online
  • Recruit some like-minded people in the campaign

5. What types of strategies are used in an awareness campaign?

  • Run a Google Ads
  • Run a Facebook
  • Run an Instagram
  • Through LinkedIn
  • Through Twitter
  • Through Emails

Photo Credits: Social media pages and YouTube channels of Make Love No Scars, Mahindra and Mahindra, Ching’s Secret, Paper Boat, and Johnson Tiles

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Deepak Singh
A freelance media professional and entrepreneur

2 thoughts on “5 Successful Social Awareness Campaign Cause Effect Analysis”

  1. Wonderfully written. Found this source very useful when writing a discursive essay around the topic of social media, thank you.

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