AHM encourages Aussies to raise money for charity by doing nothing with #NotTober campaign
AHM is encouraging Australians to nothing during the month of October and in-turn raise money for charity, launching its new campaign called NotTober.
Every time an a person shares a photo of themselves taking a break on social media with the #NotTober hashtag, AHM will donate $10 to mental health charity, Banksia Project.
The campaign to promote #NotTober continues the simple cartoon aesthetic that AHM launched in October last year. Both campaigns for AHM were created by Clemenger BBDO Melbourne.
Unbranded hashtags . Guys, nice concept but without the brand in the call to action / hashtag, #WhatsThePoint?
The copy and mentioning the handle will do that job. It’s ownable, that’s what matters.
Lovely idea!
The work seems clearly branded to me Con.
And FYI, branded hashtags aren’t the best idea when you’re a health insurer, a bank or any other daggy brand talking to a millennial audience.
Nah, that’s not how it works.
If you want human beings to use a hashtag (which is a huge ask at the best of times), they’re not going to link to or attach the creative.
Therefore, anyone watching the third party post will NOT SEE THE CREATIVE.
Therefore they won’t understand or see the brand it’s associated with.
Hence the need for a branded hashtag.
And as for “millenials”, and “banks” – please. There’s no evidence people of any age share more or less than anyone else. Generally speaking, people don’t care and don’t share, irrespective of their age or Vaynerchuk classification.
Hi Con,
For AHM to pay $10 to charity, people need to post a photo and include the Hashtag and ahm handle.
That way their post will be clearly branded…. even if the hashtag isn’t.
Clear?
Now this I can do! Lovely idea from AHM