Give the audience something real to do
A cause can matter deeply and still leave us unsure where to begin. As a member of DoSomething.org's Youth Advisory Council while running my local DoSomething High School Club, our task was to find a call-to-action that was specific enough to start, meaningful enough to matter, and honest about what one participant can change. Campaigns invited young people to support women entrepreneurs, widen access to STEM role models, help older adults get online, and make prom more accessible with sponsors like the AARP, Aeropostale, General Motors, Ford Foundation, the MacArthur Foundation, and more.
Design the handoff
Each campaign had to align mission, sponsor, audience, channel, and action. SMS lowered the threshold for participation. Physical collection made contribution visible. Classroom posters turned representation into something a younger student could encounter in person.
That same way of thinking continued through DoSomething Strategic, where campaigns for Microsoft, Nike, Spotify, and Foot Locker began with the participant's next action—not the sponsor's announcement.
Campaign spotlight: Grandparents Gone Wired
"Grandparents Gone Wired" was a collaborative national campaign between DoSomething.org and AARP Foundation's Mentor Up designed to encourage young people to teach older adults how to use smartphones, video chat, and social media. The digital literacy initiative addressed the gap in technology comfort among seniors while also offering safety guidelines regarding digital access and potential scams.
Loneliness increases stress levels and chances of disease. Technology facilitates better communication, but 77% of seniors need help getting started. Show older adults how to take their texting to the next level (or the first level)!
Grandparents Gone Wired campaign page - the archived 2012 campaign.
Grandparents Gone Wired companion guide - the campaign's practical PDF guide.
Grandparents Gone Wired Encourages Youth - Yahoo Finance coverage of the campaign.
Teens Help Grandparents Get Tech-Savvy - USA Today coverage.
Grandparents Gone Wired launch video with Harry Shum Jr. - the 2011 launch video.
Selected campaigns
DoSomething.org x Kiva: "25,000 Women"
In pockets around the world, working women face uniquely difficult circumstances. Share the 25,000 Women experience via SMS to raise awareness and unlock a real donation for women starting businesses in Kenya, El Salvador, Pakistan, the Philippines, and Mongolia.
DoSomething.org x JetBlue: "Innovation Inspiration"
84% of US scientists and engineers are white or Asian males. Many girls and students of color don’t pursue these careers because they aren’t exposed to diverse role models in those fields. Create vision posters to inspire young students to pursue STEM.
DoSomething.org x Men's Wearhouse: "Prom for All"
In 2012, the average student spent more than $800 on their prom experience. Collect and donate prom dresses in order to make prom a more accessible experience for your peers.