Now that I am becoming more socially and politically aware, I am acknowledging what it means to be part of the largest generation in American history, the Millennials. Recently, I came across an independent group called Generation We that has began a campaign to raise awareness of the issues in our country that will eventually become my generation’s responsibility.
Generation WE’s campaign has largely been spread through social media, including a YouTube campaign that has generated over 2 million views since its inception two years ago. (Click Here for the video: http://www.youtube.com/watch?v=vknHKTy1MLY)
The Generation WE YouTube campaign is a great example of communicating a message to a specific demographic, in this case, the millenials. The video highlights some of the problems in our country, and Generation WE creates a powerful message by relaying the content in a way that caters to everyone in the millennial generation. This YouTube campaign is a great illustration of how social media can be a viral way of spreading a message.
Here are three key reasons why their campaign has capturing the millennial generation’s attention:
Constant Change
The millennial generation that struggles stay focused on one thing at at time. In a generation where multitasking is a must, Generation WE’s YouTube campaign successfully attracted the attention of their target demographic with constant change throughout the video. Short clips of people put together to relay an entire message is more captivating than the same person speaking in a monotone. The constant change brings life to the video and attracts gen-Y.
Include Everyone
The short video clips feature many demographics. The campaign includes people of all ages and races within in the millennial generation. The campaign also succeeded at portraying people in a way that the average person can relate to. Many of the people were captured while participating in an activity, and each activity creates a character for the particular person, thus drawing the viewer’s attention.
Delivering the Message
A campaign is not just about having and spreading a message. A large part of a successful campaign is the delivery of that important message. Generation WE communicated their message in way that left a lasting memory. The facts and statistics used able to created an alarming perspective about to the future of our country which immediately draws attention to their cause and was not easily forgotten.