A good call to action campaign for a cause is one that evokes emotion and has a lasting impression on someone. This is particularly important when it comes to creating empathy in others. Right now we see ads for helpless neglected animals set to Sarah McLachlan's sad "In The Arms of The Angel" song asking for donations and support. This technique of showing a montage of disturbing and sad photos works pretty well. [This technique is also successful for any of the "Sponsor a Child" Ads]
Similarly, websites for anti-bullying against LGBT, like the It Gets Better Project, offer a host of YouTube videos from celebrities, victims, and those in support of the campaign. The videos share stories, offer inspiration and evoke interest and support from those watching.
However not all support a cause campaigns have to bring about a sad emotion. For example, Toms Shoes. True there is still a sad element to the campaign but the One-for-One idea has a more hopeful outtake. The mission of Toms is for every pair of shoes bought one pair will be given to a person in need.
For me, being able to visualize is key in gaining empathy from others. Along with having an interactive campaign allows for viewers to place themselves in unfortunate scenarios. Durham, NC has a poverty game website where you have a limited amount of money to survive for the month. Along the journey you must make choices and deal with the following consequences.
When we are able to put ourselves in others position we can feel their struggles and we are driven to help.
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