AHM encourages Aussies to raise money for charity by doing nothing with #NotTober campaign
AHM is encouraging Australians to nothing during the month of October and in-turn raise money for charity, launching its new campaign called NotTober.
Every time an a person shares a photo of themselves taking a break on social media with the #NotTober hashtag, AHM will donate $10 to mental health charity, Banksia Project.
The campaign to promote #NotTober continues the simple cartoon aesthetic that AHM launched in October last year. Both campaigns for AHM were created by Clemenger BBDO Melbourne.
The key to the campaign, the agency said, is that it is “A month where you can raise money for charity without the fuss. No growing a beard, drinking, not drinking, or running a marathon required.”
AHM general manager, Jan O’Keefe, explained: “We get that life is a lot for many Australians and with more on their plate than ever before we understand the importance of keeping things simple so they can get some time back to enjoy life. #NotTober helps that, it’s fundraising at its absolute simplest. No sign-ups, push-ups or booze give-ups, just a simple donation for a simple hashtag.”
Clemenger BBDO Melbourne creative director, Ant Phillips, added: “Sure running a marathon for charity is great, but what about those who want do good without the chafing? Rather than asking people to do something extraordinary, we’re asking people to do nothing out of the ordinary. And if you can manage to do that successfully, AHM will donate money to charity for you. It’s a win-win.”
Unbranded hashtags . Guys, nice concept but without the brand in the call to action / hashtag, #WhatsThePoint?
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The work seems clearly branded to me Con.
And FYI, branded hashtags aren’t the best idea when you’re a health insurer, a bank or any other daggy brand talking to a millennial audience.
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Now this I can do! Lovely idea from AHM
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The copy and mentioning the handle will do that job. It’s ownable, that’s what matters.
Lovely idea!
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Nah, that’s not how it works.
If you want human beings to use a hashtag (which is a huge ask at the best of times), they’re not going to link to or attach the creative.
Therefore, anyone watching the third party post will NOT SEE THE CREATIVE.
Therefore they won’t understand or see the brand it’s associated with.
Hence the need for a branded hashtag.
And as for “millenials”, and “banks” – please. There’s no evidence people of any age share more or less than anyone else. Generally speaking, people don’t care and don’t share, irrespective of their age or Vaynerchuk classification.
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Hi Con,
For AHM to pay $10 to charity, people need to post a photo and include the Hashtag and ahm handle.
That way their post will be clearly branded…. even if the hashtag isn’t.
Clear?
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