The Fight Fire With Fire Initiative Utilizes the Fire Emoji
Justin Lam — November 22, 2018 — Social Good
References: crowdrise & fastcompany
Developed as a pro bono campaign by Miami-ad agency Alma DDB, the Fight Fire With Fire initiative hopes to harness the internet to help fight the California wildfires. Functioning primarily on Twitter, the Fight Fire With Fire initiative tracks the use of the fire emoji on the platform and replies to these tweets with the hashtag #FightFireWithFire and a link to donate to a Crowdrise page.
The funding page is currently seeking $10,000 for the California Community Foundation and has already raised $1,270. According to Alma creative director Gabriel Ferrer, the team at the ad agency came up with the campaign after tracking emoji trends and noticing the frequent use of the fire emoji. Ferrer has gone on to state that the ultimate goal of the campaign is to keep victims, firefighters, and aid workers in mind by utilizing social media's vast capabilities.
Image Credit: Alma DDB
The funding page is currently seeking $10,000 for the California Community Foundation and has already raised $1,270. According to Alma creative director Gabriel Ferrer, the team at the ad agency came up with the campaign after tracking emoji trends and noticing the frequent use of the fire emoji. Ferrer has gone on to state that the ultimate goal of the campaign is to keep victims, firefighters, and aid workers in mind by utilizing social media's vast capabilities.
Image Credit: Alma DDB
Trend Themes
1. Social Media Donation Campaigns - The opportunity to harness the power of social media to drive donations for a particular cause.
2. Emoji Tracking - The potential for identifying and utilizing popular emoji trends in marketing campaigns.
3. Pro Bono Advertising Campaigns - The opportunity to leverage the skills and resources of advertising agencies for pro bono campaigns to drive social good.
Industry Implications
1. Nonprofit Organizations - The potential for nonprofits to partner with advertising agencies to create impactful, social media-driven campaigns.
2. Advertising - The potential for advertising agencies to use their expertise for pro bono campaigns, providing social good and enhancing their public reputation.
3. Crowdfunding - The potential for crowdfunding platforms to be utilized as efficient and effective tools for donating to causes through the use of social media marketing.
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