I wonder what is going to happen to the creative briefs, seeing that the pace and efficiency of social media are increasing exponentially? We have gotten to a point that advertising for social causes has lost its power over human proactivity.
We saw a few days ago that a social media campaign, #IIIrideWithYou, supporting Muslim Australians went viral.
It started with one, Rachel Jacobs posting a status update detailing how a Muslim woman using public transport removed her hijab (head scarf), fearing a verbal or physical attack by a fellow commuter linking her religion to the extremism, which had taken place at Lindt Café, in Sydney a few days prior.
According to Ms Jacobs, she ran after the woman and told her to put her hijab back on before adding "I'll walk with you". Thousands more Australians tweeted their support, offering to ride with anyone scared of experiencing abuse on trains, buses and trams.
Although the campaign portrayed an incident in Australia, it echoed globally. People from everywhere wanted to show compassion to the Muslim community, and as it seems, the philosophy "if you do, I will do it too" works and gives results.
By this evening the hashtag #Illridewithyou was the highest trending Twitter topic both in Australia and across the globe with more than 90,000 tweets!
AH-mazing!
Going back to the advertising... How long will it last if the social media are taking over this much?
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