Event Recap: Campaigns vs. Movements

April 29, 2008 Filed Under: Events 0 Comments

This past Thursday AIGA co-sponsored an event with AAF Charlotte and it took place at Morehead Tavern in The Cellar. Justin Gammon of Brains on Fire in Greenville, SC treated us to a thought provoking talk. He gave a presentation on the difference between Campaigns versus Movements. And yes, there were the requisite jokes like, “I think I’ll go make a movement of my own.” Not from Justin, of course, because he is a true professional.

Brains on Fire is an identity company. They help other companies create and sustain excitement about who they are and why they’re in business. Justin began by giving an intro about his identity. At Brains on Fire he holds the title of Design & Illustration Rock Star but as he points out it’s not quite as fulfilling without the groupies. Before attaining Rock Star status, Justin went to Winthrop University where he studied graphic design. He’s held several different jobs including librarian, shoe factory worker, janitor and he even worked for a company that makes adult diapers, feminine pads and the like. That’s where he garnered the title “Pad Boy”. He graduated in 1999 and moved to Charlotte to work at different agencies until he found Brains on Fire. His hobbies include comics, collecting toys, and he runs his own website weirdotoys.com where he blogs about his unique toy finds. There’s some funny stuff there. Check it out.

As Justin illustrated, the difference between Campaigns and Movements are many. Campaigns have a beginning and an end while Movements keep going. Campaigns are not as engaging because they use media and once the media is gone, so is the Campaign. Movements often don’t use media at all. They change and evolve as time goes on. Campaigns have an attitude of “Look at me!” Movements are more about the group.

Justin’s example of a meaningful Movement was one created by Brains on Fire. Rage Against the Haze is a grass roots Anti-Smoking Movement for teens 13 to 18. While other states focused on using media, like the Truth Campaign, once the TV spots stopped airing smoking rates went up. So when Brains on Fire began their fight to spread awareness about the dangers of tobacco, they used a group of regular teens that were passionate about the idea and could take it to the streets. Brains on Fire’s hope was to create something that would one day take on a life of its own. They needed to create a community where kids could get in touch with each other and talk about things without adults telling them what to do. The teens helped create the logo, curriculum, even the website. That got them excited and made them realize it was up to them to make the change happen. It made them feel they could really make a difference in the world and that they were part of something. The fact that speaks volumes to me is that older members who have outgrown the group still care enough to go out and talk to the kids.

So, how can Brains on Fire prove this Movement is working? At this point Rage has over 4,000 members and is still growing even though they don’t have a big budget – some years they have no budget. Another promising fact is that even though South Carolina has the cheapest cigarette tax in the country, they have the highest quit rate. Rage even won an Effie Award for its effectiveness. Here’s why this Movement is working:

Now you have the tools to go out and start a meaningful movement for your clients, too!

Written by: Stephanie Holbrook | AAF Charlotte Member