In an attempt to protest against the use of tear gas on innocent Turkish protestors, Amnesty International created tear gas scented candles. These candles were harmless, but were meant to remind people of its horrible use and help gather support against law enforcement's insensitive use of it. Many government protestors were injured, with some killed because of the use of tear gas.
To recreate the atmosphere of earlier protests, tear gas scented candles were sent to a variety of individuals, from ordinary people to journalists and activists. Without any media exposure prior, a simple hashtag written on the candle went viral and memories were shared on social media. The social media campaign managed to reach thousands just through its presence online. Through the experiential marketing and social awareness campaign, Amnesty International was able to generate widespread support against violent government acts through simply triggering a memory.
Key Themes Behind This Trend
- Experiential Marketing
- Creating a sensory experience to increase customer engagement and brand awareness, such as creating tear gas-scented candles to raise awareness about a cause.
- Social Media Activism
- Using social media to raise awareness about causes and generate support, such as a hashtag campaign that went viral due to tear gas-scented candles.
- Non-violent Activism
- Using creative means to raise awareness about a cause and generate support, such as creating tear gas-scented candles instead of resorting to violence.
Where This Applies
- Candle Manufacturing
- Opportunities to create new and unique scents, such as tear gas, to market candles based on different themes or causes.
- Non-profit Organizations
- Opportunities to use creative means to raise awareness about their causes and generate support through experiential marketing and social media campaigns.
- Law Enforcement
- Opportunities to take a more sensitive approach to crowd control and management to avoid the negative effects that tear gas can have on innocent protestors.
