Care Comes Before Share
To get traction from an issues-led marketing campaign you must focus on what people care about.
The Dove Sketches campaign was so successful because it focussed on an issue people care about – self-esteem.
There are 1001 issues that people can get emotive about including the environment, poverty, health, crime and child welfare.
If you want a campaign to go viral, care needs to come before share!