Image : Just Stop Oil
Whether it’s covering the Madame Tussauds waxwork model of King Charles III with cake or throwing soup over Vincent Van Gogh’s Sunflowers, Just Stop Oil’s public demonstrations have had evoked a set mixed reactions from the public and media at large. Who is Just Stop Oil ?
Just Stop Oil’s formed in February 2022, they are a London-based coalition of environmental activist groups. The group’ stated aim is to increase Just Stop Oil is a coalition of groups working together to ensure that the government commits to ending all new licenses and consents for the exploration, development and production of fossil fuels in the UK.
In 2022 the group launched a series of non-violent civil resistance" demonstrations all across the UK to make their point in public spaces.Their demonstrations have also included blocking traffic and roads across the UK, climbing bridges, gluing themselves on tarmac, throwing soup at a government building (Department of Business, Energy and Industrial Strategy), spraying orange paint on police headquarters (New Scotland Yard) and showrooms of high-end brands (Aston Martin, Harrods) etc & cultural vandalism like throwing tomato soup on Van Gogh's painting 'Sunflowers' at the National Gallery,
Did it work? Experts say these kinds of protests get high visibility. But they may not get to many supporters. In addition to wasting police resources and it did cause chaos for ordinary people.
Successful social movements groups must have the ability to include several groups of people governmental decision makers, citizens, celebrities, patrons – who sympathises with the cause and may not directly benefit from the movement’s goals but are willing to contribute money, facilities, equipment, access to media and other resources
People are more likely to become hardened towards environmental activism if they experience it as too noisy or disruptive. They will not feel like the message is being communicated effectively, or that they are being taken seriously by those involved in the protest. These feelings of annoyance will eventually lead them to ignore any messages from environmental activists, no matter how important they may be.
So what are the implications for brands?
What makes a successful social movement? A successful social movement is one that has a clear and concise message, can mobilize support from the public, and has a goal that is achievable
Here are some key points you need to consider
Align your core values with social purpose
Choose a strong social purpose is that connect to your brand purpose. The social purpose is what the company stands for and they are doing something to make the world a better place.Its also will make sense if a brand to take action on social issues directly related to their industry. Ask your self these questions
1) What is your core value?
2) What do you stand for?
3) What do you want to see happen in the world /Industry?
4) Why should people care about your social cause?
Pinpoint an issue and identify measurable outcomes
Clear goals and desired outcomes are important for knowing where you are heading, making sure all partners are on the same page, focusing efforts on what is most crucial, and measuring your impact.
Find your partners and collaborators
A multitude of supporters from all levels of society is needed.
Grassroots Support:Employees, friends, families partners and vendors
Experts Support: Luminaries or NGO’s who can back up your cause and help educate the public
High-profile Supporters:From the corporate, local government or celebrity world who would help in awareness.
Influencers and social media communities who are already interested in the topic, or who can help amplify your efforts.
Define your message
• Be human & considerate and direct.
• Be simple and avoiding corporate jargon
• Be Clear: Ensure that message leaves no room for ambiguity.
Amplify your message by creating several inclusion points
Allow your audiences to connecting with your purpose in several ways be is social media, attending events, fund raisers, volunteer, donations etch attendance, volunteering and user- generated content.
Give people an easy way to participate by including the option to connect via email or phone if they prefer to communicate in person.Engage with influencers and social media communities who are already interested in the topic, or who can help amplify your efforts.Build a community of like-minded people around your brand or cause.Start conversations with people online by sharing content that inspires them and gets them talking about the topic. Allow participants to comment on the live stream by commenting on the videos or posts made by others in real time.
Ensure that your page is mobile friendly so that people can access it from their phones as well as computers.
Be ready for the good and bad and the real ugly
Not everybody will concur with your viewpoint. While some consumers may love your brand, others will criticise it. There will be a range of sentiments and emotions. Some commenters may also be rude or cruel. The ideal method to approach this would be to link to partners who are subject-matter experts and demonstrate how the issue related to their core principles.
Be honest and transparent
Take a close look at the company, its history, culture, and position on the social cause or goal before deciding to take up any cause. So if you've decided to support diversity. Look into your company's hiring practises and team representation of different ethnicities. if the cause you've picked is accessibility. examine the accessible features of the products, the accessibility practises used in the workplace, etc. It is crucial to have open discussions inside your organisation regarding your company's principles and any potential modifications. If you’re not honest, you’re going to have problems with social media activism.
Keep Evolving
This is not a one-off event or advertisement. One encouraging blog post, webinar, or campaign will not suffice. If you're going to dive into the world of social activism be in it for the long haul for a while. You will need to continually engage your groups by imparting knowledge to your brand, your staff, and communities. That is how you will become a credible source and a force to recon with
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