A message from Dick tells us that he couldnāt save the lives of his loved ones, but you may be able to save yours through early detection. When he says it, you feel it.
Why I'm Over It
š» It Fails the āDinner Tableā Test
The ādinner tableā test places you in your audiencesā shoes. It's when you take a moment to ask whether you would feel comfortable explaining this campaign at your family dinner table.
Would you talk about Uranus with your mother over meatloaf and mashed potatoes?
I would not. I could not. And thatās where I got stuck.
I am a prime candidate to spread a message like this. I have a personal connection to the cause. I participate in #DressInBlueDay every year. I am loud about my support for colon cancer screenings and active on the platforms this campaign lives.
But... the low-brow humor of the campaign stopped me in my tracks from helping it spread. I am never going to tweet a punny line about Uranus.
Will a medical director?
Will your local hospital?
Will a healthcare influencer?
The answer is yes. They might. But we dropped a roadblock and put the decision in their hands, not ours.
If the goal of your campaign is bringing awareness or to āgo viral,ā you need to give people something they feel comfortable putting their name on. Don't make it hard.
š»It Leaves Me Hungry
Iām a little greedy, but I want more than this social media snack wants to deliver. (Which is not their fault, nor their assignment, BTW. But I can't help how I am.)
#MissionToUranus was created for a social audience, and it works fine there. But don't leave me, the Fun Sponge Valedictorian of NY, hanging without a piece of the campaign I can share and chew on.
Awareness campaigns require different flavors for different audiences. I don't want to stop at the social execution. I want to devour the whole sundae. My wish list includes:
- A web, TV, and cinema spot that understands the power of subtlety and not screaming the punchline
- The #s that tell a visual story of how colon cancer is touching a new, younger audience
- The risk factor quiz or assessment that helps me learn if I'm at an elevated risk for colon cancer and, if I am, what I should do
- Campaign materials written for primary care, gastroenterologists, and other healthcare professionals to start the conversation in their office
- And a lot more
Does the Colon Cancer Coalition do all of these things in other campaigns?
Absolutely. Connect the pieces.
As Marketers, Should We Avoid Being Edgy?
No.
Never.
The edgy stuff can be some of the most fun and impactful. But know your audience and do it with intent.
Consider:
š Is the edgier message true to your values, or is it simply a good punchline? For the joke to work, it needs to be authentically baked into what you stand for and the message you want to represent. Relevance is almost always more critical than virality. Your audience will evaluate everything you do and analyze whether itās āon-brand.ā Your tone can change. Your voice and beliefs must remain the same.
š What does your audience expect? A relationship exists between you and your audience. Over time, they develop expectations of who you are, what you sound like, and what you support. If your new campaign goes against it, you might be surprising them negatively or in a way that violates past trust.
š Could it cause harm? Humor and edginess are tricky. They are effective but also subjective. Done incorrectly, you make it easier for someone to ignore your message simply because they didnāt like the joke or didnāt receive it the way you intended. If making the joke could limit the spread of your message, be direct.
It's not your responsibility to live in your audiences' comfort zone. But know where it is and then make your choice. What alienates one audience may inspire another. The opposite is also true.
What did you think of the Colon Cancer Coalitionās #MissionToUranus campaign? Witty and fabulous or totally untouchable?
I've been waiting to hear what you think.
I'll be back in two weeks.
