Can I quote you on that? Part 2: 1D

The General Election ended weeks ago, but that hasn’t stopped boy band super power One Direction from launching its social action manifesto.

The X Factor’s most popular product is supporting Action/2015, encouraging fans to share ideas on how they would improve the world.


To support the campaign, the band has issued this statement:

“Time and again our fans have shown how creative and powerful they can be when they unite and that’s why we want to all join together to speak out and hopefully make a real and lasting change to the world around us.

“Young people really do have the power to help end poverty, tackle inequality and to stop dangerous climate change. Now is the time for us to unite, take action and raise our voices to show that we care about the future of our planet.”

Zzzzz.

Sorry, I nodded off there. Tell me I’m not the only one!

I completely understand that leveraging 1D‘s influence will engage young audiences to take an interest in social campaigns – empowering them to take ownership of the issues they could well be addressing in the future – but surely their support can come from the heart and not a PR?

If I was leading on this, I would’ve grabbed five minutes with the band and quizzed them on their thoughts of the world, before drafting up real quotes with personality. After all, a ‘youth-focused’ band and campaign should be creating ‘youth-focused’ content, right?

This way, fans could get to know Louis, Harry, Niall and Liam even better, and begin to shape their ideas in line with their favourite band member. A slight marketing ploy I admit, but these boys are used to it by now – because it works.

What would you do differently?

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