I’ll keep my intro short and sweet. Non-profit PR is a lot like this summer – hot.
But, when I first read about CLIC Sargent’s campaign, I thought it was having a laugh… and I was right.
Let me explain:
Working with Havas, (a highly-creative media agency which turns brainstorm ideas into a brand reality. I did some work with them for my old client Unilever Food Solutions) CLIC has created a Joke Appeal micro-site encouraging people to submit their best jokes.
Here comes the science:
People then look around the site, find their favourite gag and ‘buy it’ – donating to the cancer charity.
It’s a ‘novel’ concept, not only because it means that everyone can contribute to the charity – financially or not – but it instantly gives CLIC the opportunity to not take itself too seriously. Using well-known comedians to get the ball rolling, the Joke Appeal can literally laugh in the face of cancer – different to Cancer Research‘s ‘aggressive’ approach.
It’s early days for the campaign, but it’s already generated over 240 jokes (Note that the charity is promoting how many jokes it’s received, not money – so it’s not necessarily measuring success against fundraising targets). What’s more, CLIC’s made the most of its existing social media channels to make some noise.
So, as funny as this appeal may seem, this campaign is very serious about engaging the public online.