Kirsty Marrins: The top 10 digital charity campaigns of 2019, part 2

Last week I revealed the first five digital charity campaigns of 2019 that have made my top 10 list. Here's part two, with numbers five to one. Who will take the coveted number one spot?

Kirsty Marrins
Kirsty Marrins

5. #RescueIsMyFavouriteBreed by Battersea

I absolutely love this campaign from Battersea, which shows just how amazing rescue dogs and cats are. It’s a long-term campaign to help bring about behavioural and attitudinal change when it comes to people thinking about choosing a rescue pet over one from a pet shop or a breeder.

They’re making the point that animals should not be fashion statements but wonderful, loveable, imperfect companions. The campaign ran on television, social media and across out-of-home elements such as major transport hubs and shopping centres.

4. #CatMenDo by Cats Protection

Have you ever been called a "crazy cat lady"? Why is it that only women can be crazy about their cats? Cats Protection knows that loving your feline is not gender-specific and men love their cats just as much as women, which is why it launched its #CatMenDo campaign.

The aim of the campaign is to not only celebrate the love between a man and his cat, but also to encourage more men to adopt cats. On its website Cats Protection has a quiz and a whole host of celebrities and Cat Men Do advocates sharing their stories on being proud "cat dads".

I love how the charity has tied the campaign into relevant awareness days throughout the year, such as Father’s Day, Male Grooming Day and Movember.

3. Stop MS by the MS Society

Stop MS is a hugely ambitious campaign by the MS Society to raise £100m by 2025 to find treatments that will stop MS in its tracks. It’s been a long time in the making too: it was back in 2012 that this appeal was first raised as an idea. Over the past seven years the charity has built the infrastructure needed to ensure that the plan to stop MS is credible and achievable. It has already raised almost half of the target and is moving closer the day when people with MS won’t have to worry that their condition will get worse.

2. Talkabout by Marie Curie

Talking about death is hard. Most people don’t know what to say when someone they love is dying or what to say to someone who is bereaved. Talkabout is a campaign by Marie Curie to provide support and inspiration, helping to normalise the conversation around death and dying.

The website is packed full of resources such as case studies, articles, a podcast, a quiz and a checklist and tools. You can also order Talkabout playing cards to help start the conversation with family and friends in a fun, relaxed way.

1. #5YearOldSelfie by YoungMinds

My number one spot this year goes to YoungMinds and its awesome #5YearOldSelfie campaign. Even I dragged out my old photo album to take part.

The idea behind #5YearOldSelfie was to run a social media campaign that had a "social action" element, helping young people deal with a time of transition, which in this instance was exam results season. This is often a time of anxiety for young people as they worry about what grades they’ll get and what the future holds. YoungMinds wanted to spread the message that exam results aren’t everything and you should be kind to yourself if you didn’t get the results you were expecting. It wanted people to share three positive things they’d tell their younger selves and tag three friends to do the same.

Within two days, on Twitter alone, nearly 30,000 people used the hashtag and reached an estimated 20 million people. It was so popular that Twitter even created a Twitter Moment of the campaign, Buzzfeed covered it and so did Stylist.

What I loved about this campaign was its simplicity and that anyone could take part. I also liked the element of reflection and spreading a positive message on social media. Well done YoungMinds.

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