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Sour Social Campaigns

Because I am a Girl Issues #LemonChallenge4Change for Gender Inequality

— July 3, 2015 — Social Good
Because I am a Girl, a non-profit organization dedicated to ending gender inequality and promoting women's rights, has issued a new social media challenge to the public.

The #LemonChallenge4Change is simple: participants must take a photo of themselves biting into a lemon (and the sour face that follows), post their photo or video online with the hashtag and, lastly, donate to the cause. Why lemons? Great question.

Abigail Brown, the senior media and public relations manager at Plan Canada, which is where the funds will be going, explains, “The campaign is a fun way to talk about a sour issue. Women around the world face barriers because of their gender and we want to raise awareness, have people take the challenge, and take it one step further by setting up a LemonAid Stand.”
Trend Themes
1. Social Advocacy Challenges - The trend of social media campaigns with challenges can be applied to various causes and could potentially raise awareness, funds and further the cause.
2. Fun + Awareness - Using humor and fun to highlight serious issues can make social advocacy campaigns more approachable to people who avoid heavy, serious topics.
3. Awareness Through Social Media - Social media is an effective tool to gain visibility for social campaigns and can be used to rake donations, engagement and dispel stereotypes.
Industry Implications
1. Non-profits - This trend of social media campaigns with challenges can be applied to various causes worldwide and potentially inspire increased donations, activism and awareness.
2. Social Media - Social media platforms present disruptive innovation opportunities for fundraising, marketing, and advocacy.
3. Cause-marketing - Companies that align their products and services with social causes can leverage such awareness programs to benefit their brand reputation while supporting important philanthropic initiatives.
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