We all have those moments where we get caught scrolling endlessly on social media through memes while we should be working or completing homework assignments. There are no real benefits to these forms of content other than entertainment and passive use of social media. However, what if one of these memes we shared, actually contributed to a worthy cause?

During Breast Cancer Awareness Month, users on Facebook shared memes around Breast Cancer in the hopes to start conversations and create mobilization around the subject. As with many memes, you have to be “in the know” to understand, and that in the know was simply being a woman. Women would post status prompted by chain facebook messages such as their name and color bra they were wearing, sparking some confusion for men who logged on. 

Why it Worked?

It’s human nature to want to do the right thing and support worthy causes, however, many times simply resharing info about a cause can get lost in the content void and does not engage users. However, the Breast Cancer meme brought entertainment and a sense of exclusivity to it that users gravitated towards. Users were able to actively engage with the memes prompt and share their experiences with others who were in the know by the reactions they received – building a community around it. 

What Could Have Improved?

While the meme did create quite the talk and for being such a simple call to action, create great engagement from users, it did lack a mobilization tactic. Mobilization is bringing the message we read online to our real-life in some way of participation. Unless it is the Doge meme, this form of content stays online and does not normally draw an offline attraction for users to participate in. With a mobilization tactic, users could have been drawn to take action with the cause in their lives and the opportunity for a longer/greater last impact. Mobilization could go as far as organizing a community event, or simple ask of users to send user-generated content in – anything that gets them to devote time. For example, users could be users sharing a video of one of these “secret prompts,” putting faces to the community and allowing for an extension away from just text-based content. 

A Leg-up for Social Issues

Breast Cancer Awareness is certainly not the first or last movement to take presence on social media. These platforms can be a crucial part of social movements and be a great way to spread awareness to the masses and with using mobilization tactics, the impact can be huge. The great thing is, social movements have a natural advantage for this! For a majority of social movements, consumers already can from an idea of how to help the organization without even getting to the call to action. We naturally know that if we feel strongly about a subject to share the information or contribute to a donation. Also, when we are passionate about something, if the organization asks for participation, it’s not much of a debate to do so!