For me one of the most striking things about the two most
virulent online campaigns of 2014, i.e. Neknominate and Nomakeupselfie is how
it demonstrates the difference between what men see the internet can do, and
how women approach the power of social media.
I know of course that both men and women have been involved
in both campaigns (there are some particularly disturbing images of men
in make up in this article) but in broad terms, the idea of getting your mates
to drink enough booze to bring down an elephant came from a bunch of guys, and
the idea of doing something constructive and raise £1m to fight cancer, has
been led by women.
I’m not one normally to draw such gender boundaries and not
necessarily saying that women are inherently ‘better people’ for leading the
cancer campaign, as there are some spectacular examples of female stupidity showcased
as part of neknominate - say
no more.
But it’s interesting to see how different groups seek to
harness the power of social media either as a force for potentially death-inducing
binge drinking or potentially life-saving fundraising. It probably says more
about us as people than the technology itself.
Although very different in terms of their goals, both
campaigns have spread with the kind of momentum and sharability that the world’s
leading brands would walk over hot coals and broken glass to achieve. This is
because both are campaigns that people want to buy into, can share their
experience and feel part of a community, whether out of an urge to drink until
they puke, or go without make-up to raise £3.
Brands should learn a lot from this, as there is no magic
button on the internet that makes something a ‘social media phenomena’ just
because you want it to and help promote your latest tellybox or cook book.
As somebody trying to help raise money this year for CancerResearch UK I think the nomakeup campaign is fantastic, and shows more than
anything just how far awareness has reached in this country about the need for
constant support in the fight against cancer. To do my bit I’m planning to run
a couple of half marathons, do a three peaks challenge and the odd bike ride.
Fortunately for the rest of the world I have no intention of
putting on makeup or using an old sock in an inappropriate way. But I urge you
to do what you can.
