Did you know that every 80 seconds there is a house fire? When I was younger, I had a tremendous fear of fires. For some reason I was convinced that my house would catch on fire. Fortunately, nothing like that ever happened, but many people aren’t as lucky. When Hana Yi told me about this virtual campaign, I was blown away by the creativity and innovativeness of it.
The American Red Cross of Greater Chicago launched a virtual campaign to raise awareness for the dangers and abundance of house fires. They wanted to show people who have not been victims of house fires about the pain that it can cause. Users will connect to Facebook and watch six of their most precious Facebook pictures virtually burn. I can honestly tell you watching some of my most prized pictures burning (even though it was virtual) gave me the chills. The pictures the campaign chose for me included pictures of my family trip to Europe and other pictures taken during college. It was terrifying to think of my memories burning away.
After you watch your pictures virtually burn, you are brought to a page where you can donate to the Red Cross. Then you can tweet about it, post it on your Facebook wall or write about the campaign like I am doing here.
This campaign is truly genius. Targeting their audience online was very smart of the Red Cross, and incorporating Facebook into the campaign was even smarter. People cherish their Facebook pictures and love looking at them. Everyone always asks “Did you put up the pictures from last night yet?” or “Did you see the picture that was just tagged of me?” “Burning them” over the Internet and having people imagine that their prized pictures are gone forever is the perfect way to show how much pain can come from house fires. A good friend of mine lost most of her prized possessions and photographs due to a house fire many years ago and is still saddened by her loss. Showing people what it would be like to lose as much as she did is the perfect way to get people to understand this harsh reality.
For more information about the campaign, check out the news release from the American Red Cross of Greater Chicago.
What do you think about this campaign?