Want change? Create collective shoes.
- Fri, December 09 2011
- Filed under: Marketing essentials
If you want to build a movement, help people see themselves within its midst. There is no more powerful way to compel change than to build a sense of inclusion. You want people stepping into the stories of those you serve and living the experience as if it was their own. Create collective shoes so we can all walk a mile - or lifetime - together.
Here’s a great example of that principle in action from the Because I am a Girl Campaign.
Try it out if you have a facebook account. It’s pretty amazing.
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This campaign takes an issue that is initially far removed from you or me—the problem of children not receiving birth certificates - and relates it to our own lives in a very vivid way.
“The aim is to put people in the shoes of the millions of girls around the world whose births are not registered,” says Justin Wylie, Head of Business Development at Plan UK, which started the campaign. “Without a birth certificate, the user sees how key events in their life would change – for example an inability to prove their age could result in being married off whilst they’re still a child, or being denied the right to go to school.”
That’s a great case of creating collective shoes.
Comments
I liked it too. Wonder how much something like that costs to produce . . .