Tirza and I were in a meeting together and took note of a sponsored youtube clip that kept coming up as a suggested video in her side bar. Out of curiosity we decided to click on it and were greeted with this video introduction to Rochelle
As individuals who are not particularly interested in Mormonism, we were pleasantly surprised by how endearing the video was and how effectively it got its message across. The basic elements of this campaign were things that should be part of every nonprofit’s messaging attempt to reach its constituents. These were the main components that we think made this campaign so effective:
1. Be Human: This didn’t start off with statistics about Mormon families with special needs children or numbers on how fast Mormon membership is growing. Instead it started with an approachable and open person that viewers could connect with. When rolling out a campaign for your organization, it’s easy to jump into details and statistics that make the case for whatever you are promoting. However it’s important to keep in mind that there’s a person on the other end of that ad you’re producing. Create with the intention of connecting to a human being.
2. Use Universal Themes: If you listen to the themes that are exalted by Michelle, many of them extend beyond the specific situation she’s describing. Even though she is talking about her experience as a mother of a special needs child, the themes that clearly come across have to do with being part of a supportive community, loving her family, and being a mom. They are themes that can resonate with people who are not Mormon or don’t have special needs children.It lends itself to being relatable to a wider swath of people.
3. Don’t Say the Message, Show it: What was most compelling about the video was that they used the campaign to demonstrate their intention rather than just telling people to do something. The video series aims to make Mormonism a relatable, and engaging religion to partipate in. It aims to make them more approachable and for the wider audience to see the Mormon faith as a community they can be part of. Rather than having a priest just stand up and say “Mormons are great, we are diverse, we’re just like you, and we are a community you could be part of”, they built a message that shows that through story telling and character development. Use your campaigns to creatively SHOW your message rather than just telling people what you want them to do, and it will likely create a greater effect.
