Some examples of purpose campaigns from the United Kingdom are Change4Life, One You, WISE, Double UK Tree Cover, and Put Pupils Before Profit.
1. CHANGE4LIFE NUTRITION CAMPAIGN
- This campaign aims to support parents in lowering their child's intake of sugar. Their campaign focuses on fighting tooth decay, type 2 diabetes, heart disease as well as cancers in children.
- This campaign was launched in two phases, starting on January 2, 2019. Phase one targeted parents by giving knowledge while phase two focused on specific food items.
- The campaign used TV ads to highlight negative effects of sugar, and also had the support of businesses who used a badge with the Change4Life label to reflect better food choices in their stores and also added their own promotions as well.
- It also uses social media, PR and other digital advertising.
- Teachers supported the campaign by using the topic in their curriculum and also giving free small fun pack games with sugar-free promotions to students to take home.
- The campaign developed an app called the Change4Life ‘Food Scanner’ as a part of this campaign. To date, the app has over 4 million users.
- This campaign was led by Leeds.
- Despite the popularity of their app, and the millions of tax dollars that fund this campaign, it doesn't seem to be effective, and the medical community has seen an increase in "obesity-related cancers among young adults."
2. ONE YOU CAMPAIGN
- This campaign helps young adults avoid unhealthy behaviors in order to remain healthy later in life.
- It uses its official website, Facebook and Twitter to encourage a healthy lifestyle. To do this, they promote the 400-600-600 rule, which means that for breakfast an individual should have an intake of 400 calories, for lunch 600 calories and the same for dinner.
- The One You Campaign has an app that assists in the process of adopting a healthy lifestyle through a special quiz.
- They also encourage users to drink less, quit smoking, move more, sleep better, stress less and eat better.
- It targets mostly middle-aged people (over 40 years old).
- This campaign was led by the National Health Service (NHS).
- The campaign seems to be having a positive impact on people based on the popularity and success of their social media pages. Additionally, they have received positive feedback from the beginning of their campaign.
- One You also engaged 430,000 people with its quiz within a week. They also received good feedback from partners, the press and other online users.
3. WISE CAMPAIGN
- This campaign focuses on promoting the participation of women in science, technology, engineering, and mathematics.
- WISE Campaign works directly with businesses that are looking to create gender balance by focusing on women advancing in STEM careers.
- They advertise themselves as "an independent Community Interest Company."
- They execute their campaign by providing business to business services through their own experts. Their website indicates that they provide "insight and knowledge," along with collaboration in a network of other professional, hosting inspirational events, and financial advice for social enterprises.
- Some of their partners include Airbus Group, 3M and Abe[+]mray.
- They promote their campaign through social media including Facebook, Twitter, LinkedIn, YouTube and Instagram.
- The WISE campaign has been successful with corporations like Amazon, who is partnering with them with the goal of growing "the number of women in innovation roles across the UK."
4. DOUBLE UK TREE COVER CAMPAIGN
- The purpose of this campaign is to educate people about ways to protect the environment and fight against climate change by removing emissions.
- Double UK Tree Cover does this by planting trees with the hope of doubling the number of trees in the UK as a way of preventing more deforestation and to achieve a better environment for all.
- The campaign requires donations to assist with their objective to plant double the amount of trees and get more government commitments.
- Supporters are also encouraged to sign the petition to double tree cover in the UK.
- The campaign is a pressing issue since the National Assessment of UK Forestry and Climate Change Steering Group found that the UK could benefit from reduced carbon dioxide in the atmosphere.
- This campaign is led by Friends of the Earth.
- The Friends of the Earth campaigns, as seen with the number of people who often support their campaigns. For example, 200,000 people made direct contact with their Member of Parliament to fight against climate change after interacting with the Double UK Tree Cover campaign.
- People have commented to the Craig Bennett of Friends of the Earth supporting the efforts of Friends of the Earth efforts to fight climate change through tree cover.
- It was rated 94.64/100 for financial and accountability and transparency as a charity.
5. PUT PUPILS BEFORE PROFIT CAMPAIGN
- This campaign focuses on preventing the government from misusing funds that are set aside to help students get a free and quality education.
- Its aim is to lessen the privatization of education in the UK as well as internationally.
- The execution of the campaign involves signing a petition for the International Development Secretary.
- The campaign is working alongside the National Education Union and has already gotten 3,741 people to sign the petition out of 4,000.
- Supporters are encouraged to watch the video provided as part of the campaign, read the report on the issue and sign the petition.
- This campaign is led by Global Justice Now.
- The press seems to be in agreement with the effort of the campaign since they have highlighted the fact that the Aid funds are being spent to make profits rather than what it was intended to accomplish.
- The joint general secretary of the NEU also demonstrated support of the campaign by speaking out against what the UK government has been doing with the Aid.
We began our research by searching for examples of campaigns that require public support and call for action. We looked for campaigns which support issues such as gender equality, health, politics, activism, global development, and climate change. After finding these campaigns, we analyzed the need for public support and whether their campaigns specifically called for change. Once we determined the necessity for public support, we aggregated information such as the purpose of the campaign, details on how they execute their strategy, and then searched for reactions to these campaigns in the public discourse and the press. For these reactions, we looked at media and press releases. We also looked at financing numbers, social media presence, and notable public statements to gauge the public's reaction.