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A presentation with some key marketing lessons from the innovative "The Rescue" campaign on April 25th to get people to show their support for freeing the child soldiers of Joseph Kony's army in Northern Uganda.
8 Marketing Lessons: The Rescue Of Joseph Kony’s Child Soldiers Campaign
By Rohit Bhargava
1. Create significant content to tell the story.
* The site features a powerful 30 minute documentary on the issue, why it is urgent, the history of the cause and why you should care.
2. Include a real sense of urgency.
* By setting a specific day for supporters around the world to gather for real life events, they offer a moment in time to rally voices together.
3. Offer multiple ways for people to engage – and multiple sites to do it on.
* Not everyone has financial means to contribute, or the time to invest in supporting the cause. Always give people multiple ways and multiple platforms to use to get involved.
4. Don’t assume everyone wants every kind of communication.
* Most people only want to get a message once, no matter how passionate they are about a cause. Give them a choice, and stick to it.
5. Use mystery to get people curious.
What is the rescue? Now you want to know … so you click the link.*
* I’m a big believer in this technique. Visit www.personalitynotincluded.com/curiosity to learn more about how to do it.
6. Encourage competition to get people to care.
* No one wants their city to fall behind, so there is an added incentive to join.
7. Offer visible ways for people to track success.
* Most people want to see their contributions and the effect they are having in real time – it also helps them get excited about it and tell others.
8. Get your supporters to recruit influencers (media & moguls) to support the cause.
* Each local event includes media and celebrities who have committed to join the effort – and people are individually charged to get more.
Why did I share this?
I’m a marketer, so telling the story of this campaign with a marketing lens is my way of helping to spread the word.
The readers of my blog are far more likely to pass along content like this – because it is interesting on several levels. The real power of this campaign is that the story compels people to retell it in their own words. And that’s the ultimate aim, even if they focus on something as unlikely as the marketing lessons behind it.
Join The Rescue at: http://therescue.invisiblechildren.com
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