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How to Plan A Campaign Around A Social Issue: 11 Key Considerations

Forbes Communications Council
POST WRITTEN BY
Expert Panel, Forbes Communications Council

Few things fire people up like fighting for a cause. That's why a company that enlists itself to raise awareness of a social issue can develop a niche following.

However, a lot of companies that go all in on these campaigns stumble and fall because they misunderstand what they should be doing. Social activists are quick to support a company, but they can be fickle, changing their allegiance if they sense anything that they don't like about the campaign.

Modern businesses that want to approach social issues should do so, but they should also be wary of all possible consequences in case their project backfires. Below, 11 members of Forbes Communications Council advise businesses on several critical aspects they should be aware of before leaping into cause marketing campaigns.

Photos courtesy of the individual members.

1. Make Sure It Fits

Yes, social responsibility is important for any company to pursue but to stand by something, you have to stand for something. Do the research and make sure the cause or issue you're endorsing is somehow connected to your company's overall mission and vision. Otherwise, you risk the (unwarranted) accusation that the ultimate goal for the charitable initiative was to increase your bottom line. - Melissa Kandel, little word studio

2. Keep It Focused On The Cause, Not Sales

People like to do business with companies that have a heart. However, it is extremely important to not be perceived as exploiting a cause for your bottom line. Keep cause-driven campaigns focused on the social issue. Do not try to pivot into your sales pipeline. The only brand awareness element should be selecting a cause that makes sense for your own mission. Keep sales out of it. - Ellen Sluder, RingBoost

3. Tell A Story With A Hero

Everyone loves a hero. Sharing a story of a challenge that results in success can be a great foundation for building a social campaign. Add a personal touch that is related and you'll capture the attention of your audience. Interview-style videos can be a powerful platform to tell this story. And if you give them a relatable reason to act, they will. - Kurt Grashaw, Mt. Pleasant Abstract & Title

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4. Lead With Compassion

Be careful when building a campaign around such sensitive subjects. It must be led with purpose and handled with compassion. Any corporate agenda will quickly dilute the message you are trying to convey. Keep in mind it's not about business-to-consumer here. This type of messaging is "human-to-human." Understanding your audience, the message and your company's intentions will guide an authentic campaign. - Shannon Bex, Vooks

5. Make It Real, Make It Relatable

Real-life, first-person anecdotes can be extremely powerful in social issue campaigns. Connect with real people who have been impacted by the social issue in question, and let them tell their stories. This adds an emotive element that can build trust with your audience, while at the same time providing a platform for people to contribute to a cause that matters to them. - Devin Henry, Nomadic Real Estate Investments, LLC

6. Engage Trusted Partners From The Community

To build a campaign around a social issue, companies should engage nonprofits and members of that community to partner, benefiting from their experience, credibility and reach on the issue. This ensures appropriate messaging that is well received, helps avoid pitfalls and gives the company a much better chance to engage in a meaningful campaign that engages and resonates with stakeholders. - Amanda Ponzar, Community Health Charities

7. Always Think Of The Consequences First

If you believe in something strongly, be prepared that not everyone will agree with you and it may even turn off some customers. That doesn't mean you should back away from the problem or soften how you feel. Express yourself and invite people into a conversation. If it's a really controversial position, you may even want to set ground rules upfront to keep it courteous and useful. - Kate Barton, Clearview Advisory

8. Walk The Talk

If you’re going to put some energy behind a cause initiative, it’s imperative that your brand reflects those same tenets and that your employees and team do, as well. It’s imperative that your fans see you doing as you would ask them to and not just jumping on the “cause bandwagon.” That’s a sure fire way for people to rightfully call you out. - Wayne Leeloy, G7 Marketing

9. Know Your Why

Make sure you first answer the "why." Why is this campaign important not only to the people concerned, but to everyone? Why is it an issue? Make it personal and tell an emotional story to illustrate the importance and the impact. Use data to point the real problem. - Svetlana Stavreva, IBM

10. Be 100% On Board With Your Position

Standing behind a social issue can be extremely impactful for organizations, but make sure you can deliver on what you are supporting. If you are focusing on body positivity but only have thin models in your advertising, it will lead to backlash. Educate your employees on why you are supporting the issue so they can answer questions from consumers appropriately and support this with authenticity. - Heather Dueitt, MyPoint Credit Union

11. Have A Personal Angle From Your Personnel

Consumers are deeply suspicious of a company's virtue-signaling around social issues. The key to avoiding being tarred with the same brush is show how the social issue is connected to your employees directly. By making them the focal point of your campaign, you allow your audience to connect personally with your people, leading to a more authentic and genuine campaign. - Patrick Ward, Rootstrap