I’m sure you’re aware of campaigns that started with the intention of “going viral”; if you haven’t worked on one. I know I have. It never works.
They fail because they try to force-feed the public with a key message, or get people to do an activity that’s somehow ‘relevant’ to their cause. But asking people to alter their behaviour is a big request. Only your die-hard supporters love you enough to do that – and that normally means it’s not enough people to form a critical mass. (more…)