Content marketing for the greater good

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Whilst the majority of infographics and content marketing campaigns are intended to generate sharable content to raise a brand’s profile, an increasing number are being created with a more specific intention. These campaigns aim to raise awareness about a particular issue, be it poverty, human rights or the environment, meaning that their main priority is the content itself, not the brand. They can be generated or supported by charities or non-government organisations, or simply inspired by an upcoming event.

The content of these pieces is often intentionally shocking and usually comes in the form of statistics or straight forward facts. Visually focused pieces range in style from brightly coloured cartoons to detailed monochrome designs, but all are designed to be shared on sites and social media platforms with the aim of raising awareness.

Successful examples of these campaigns include Greenpeace’s infographics, which are frequently shared on Twitter, Facebook and Pinterest and highlight their key campaigns. The infographic below is an example of a national campaign, in this case for Australia, which succeeded in circulating facts about the destructive effects of litter on the marine environment.


As well as encouraging the growth of Greenpeace’s social media presence and confirming them as an authority on environmental issues, this piece is an attractive and sharable way to inform and influence the general public. By showing the benefits of the Cash for Containers schemes that have run in other countries, this piece also calls on Australia’s policy makers to take action on this issue.

Many content marketing campaigns attempt to maximise sharing potential by linking their content to a recent news story, and awareness campaigns are no exception. In addition to attracting views via social media, these pieces raise awareness through coverage on relevant news sites. Below is an infographic from Oxfam, which formed part of their campaign that linked UK poverty to topical tax dodging stories.


This approach can give an interesting twist to a long-running campaign or already well-known global issue such as poverty and prove that it is still relevant. This piece is short and relatively simple, using colourful visuals to make one clear argument that viewers are likely to remember.

Statistical content can further increase the sharing potential of content marketing pieces, and carries the additional advantage of having an element of shock value. This can be useful in raising awareness of the prevalence of a particular issue, especially when the extent of the issue is not generally known to the public. Below is an infographic created by the Mediaworks team to highlight the issue of violence against women in the UK.

The combination of statistics and visual representations in this piece makes the facts surrounding this issue very clear. Inspired by International Women’s Day, which will take place on 8th March 2014, this comparative piece demonstrates that violence against women is a significant issue both in the UK and the world as a whole. As well as being informative, contact details for relevant organisations are also provided as a form of support to those being affected by these issues.

Content marketing campaigns such as these can encourage support, fuel donations and spark discussions. Some may be tied to specific charities, events or NGOs, but they still prioritise issues awareness over brand awareness. These intentions are highly suited to content marketing techniques and often result in engaging content, clear visuals and a vast amount of shares.


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