Nicholas Kristof – How To Save The World
It’s about hope. Not fear, guilt or begging. You can’t build a movement around negativity, and that’s often what cause-related marketing efforts fall back on. We all know Martin Luther King’s infamous speech at the Lincoln Memorial…..would it have been as memorable or effective if he had proclaimed “I have a nightmare” instead?
It’s about human stories. People just don’t connect or bond in an intense way with issues, stats or organizations. People connect with people, and stories of individual achievement help drive the issue home.
There are other lessons to pull from the world of marketing and movement making, but these are perhaps the two most fundamental.