From packaged goods to TV shows to social issues, including some form of user-generated content (UGC) has become a standard component of many marketing plans. It is often an easy way to make one’s target feel like they have a voice, can participate in the brand, or simply make something fun.
However, anyone who has ever put out an ask for UGC knows that what you get back (often times if anything) is less than quality. Sometimes the quality doesn’t matter. Sometimes it’s the experience that matters most. But QUALITY UGC, that’s the Holy Grail.
One new campaign doing an amazing job at not only inspiring people to get involved/take action and create content but also getting quality responses is the It Gets Better Project. In September, following the rash of recently covered LGBT teen suicides, Dan Savage founded It Gets Better as “a unique way for supporters everywhere to tell LGBT Youth that — it gets better.”
The ask is simple.
- Take a pledge to “to talk to the kids in our lives to put an end to the hate, violence, and tragedy — and to offer advice on coping, strategies to make it better, and to remind kids that It Gets Better.”
- Share your own story “of how it got better and provide countless young adults with the inspiration and hope that you wish you had while growing up. “
Currently there are 56 pages of stories from celebrities to parents to LGBT groups and individuals all with the same clear message. It gets better.
What can we learn from It Gets Better?
- Have a compelling reason for the target to engage.
- Make the ask simple with low barriers to participate.
- Personal stories/messages can often be the most compelling.
- Having some celebrity involvement probably doesn’t hurt.