Thinking this started by Cancer Research UK, I've been astounded at the coverage. My Facebook is streaming with it, with links to UK, NZ and other parts of the world. The UK charity has raised £8m in a few short days, which could be the campaign that revolutionises social activation for charities in the coming years. But who started it?
It wasn't the charity itself, making this campaign one of the most interesting (to me at least) in recent years. While #Kony2012 was one of the most viral campaigns ever, it was based on likes and shares. This movement has translated into actual donations, the holy grail for any charity social campaign.
A quick google is tracing it back to a young woman in Stoke-On-Trent , who created the Facebook page a week ago. No-one from UK Cancer research involved, someone who genuinely wanted to make a difference with their actions. Incredible.
I'm certain this will mean hundreds of imitators (I can see the planners & creatives across the world shudder as briefs slide across their desks with "we want a social campaign, that activates millennials, ensures real world donations and we have no budget whatsoever - i.e. the next #nomakeupselfie ").
There's been a few attempts at this previously - The social commentary about where you leave your handbag that was not so subtle sexual innuendo, e.g. "I like it on the floor" or "I like it on the table", but as it never really included the link to the charity while the Awareness campaign was clear, there wasn't the massive increase in donations to match.
The aforementioned #Kony2012 was another one, the incredible Women's Refuge campaign, working with YouTube Makeup artists showcasing coverup tricks, and the It gets better project, created by Dan Savage to inspire LGBT teens and reduce harassment.
The simplicity and timeliness of #Nomakeupselfie is why it works. Selfies are HUGE (one addicted teenager taking 200 per day?!), and it's easy to pop out of the shower and take one. Unbelievably media has jumped on the wagon not only to support, but also to share style tips on how to take a good one.
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