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Over the past few days, women and girls have been posting their bra colours online in support (pardon the pun) of Breast Cancer Awareness. This campaign has taken Facebook by storm as status’s got updated to colours and patterns with no explanation.
What did the Facebook Bra Campaign involve?
If you are on Facebook you may have seen female friends’ statuses get updated to all sorts of colours, patterns and comments. If you had not received the private message explaining this you may have been a bit confused.
I received a facebook message on Thursday 7th January saying;
“Some fun is going on…. just write the color of your bra in your status. Just the color, nothing else. And send this on to ONLY girls no men …. It will be neat to see if this will spread the wings of breast cancer awareness. It will be fun to see how long it takes before the men will wonder why all the girls have a color in their status… Haha”
This is a slight variation of the original message which we think was started by women in Detroit (not confirmed);
“Some fun is going on…. just write the color of your bra in your status. Just the color, nothing else. It will be neat to see if this will spread the wings of breast cancer awareness. It will be fun to see how long it takes before people wonder why all the girls have a color in their status… Haha .”
This Facebook bra campaign is a good example of how a good idea can go viral with the use of social media, by keeping it a little bit secret it encouraged people to post the colour. It was a fun quirky idea that captured peoples imagination and the thought of it being a little bit naughty meant it got passed on to female friends all over the world. This became even more amusing as men felt a little left out of the joke and tried to find out what was going on.
Why was the Facebook Bra Campaign so successful?
The good thing about this campaign was it was fun, empowered women and got women thinking about breast cancer. However, just like Chinese whispers the message wasn’t always spread in the right way, by Friday 8th January another of my female friends sent me this;
“Lets mess with guys heads…. just write the color of your bra in your status. Just the color, nothing else. And send this on to ONLY girls no men …. It will be fun to see how long it takes before the men will wonder why all the girls have a color in their status… Haha”
Many people were still changing their status but had no idea about the original thought behind it, many people got the original concept mixed up with charity ribbon colours rather than Bra colours.
There was so much confusion that similar messages are going around that are nothing to do with any charity and are purely to confuse men. I may be breaking the women’s code but I received this on Friday as well;
“heres the game, this will get the guys thinking, to see if they got dirty minds or not! though its not at all rude, lol. this is about how u hav got ur hair now. if its up, write ON TOP, if its down n at either side of th face, write SIDE BY SIDE, if its just a complete mess, write EVERYWHERE N MESSY! see if they get this one! but ONLY SEND to GIRLSSSSSSSSSS”
Social media can be very useful in sending messages and raising awareness but if you want something to go viral you have to make sure the message is clear, the way to do this well is to drive people back to the source, for example a fan page on Facebook or a website. A good example of this was Ikea’s Facebook campaign where they set up a profile page with items to give away, Facebook users had to add them as friends and when accepted had to tag an item with their name to win it. This spread quickly and showed off lots of Ikea products at the same time.
The Facebook Bra Campaign wasn’t a complete success though
Unfortunately, the Facebook Bra campaign in support of breast cancer awareness has only half worked, with some people slagging it off as immature girls messing around, a lot of people didn’t realise the purpose. Some men and women actually apologised for comments they made against the campaign when they found out the original intention.
For more information on how Viral Campaigns and Social Media can work for your business contact us.