This week I did not have to search hard for a campaign; the NOH8 campaign Facebook invite was sent to me by one of my close friends. NOH8 campaign is in response to the passing of Proposition 8 in California on November 4, 2008. This proposition amended the state Constitution to ban same-sex marriage. The defeat provoked a groundswell of initiative within the GLBT community at a grassroots level, with many new political and protest organizations being formed in response.

The NOH8 Campaign is a photographic silent protest created by celebrity photographer Adam Bouska and partner Jeff Parshley in direct response to the passage of Proposition 8.

Nearly one year since its inception, the NOH8 Campaign has grown to over 2,000 faces and continues to grow at an exponential rate. The campaign began with portraits of everyday Californians from all walks of life and soon rose to include politicians, military personnel, newlyweds, law enforcement, artists, celebrities, and many more. 
Additionally, with 129,132 fans, and weekly new wall posts (and fast response rate), I thought it would it would be interesting to look at why this campaign is successful.

Their website was designed very similar to myBarackObama.com; therefore, it was a very successful. The Webmaster created a very balanced look with both photos and text. Their website was very easy to navigate. Their involvement in MySpace, Twitter and Facebook were not hidden; I was able to jump right to their site and get involved myself. Additionally, under each article there was an option to share via Facebook and Twitter. Besides getting involved on the social network sites, I could get involved by donating, signing up for a newsletter, purchase items, and more.

Their social networks worked hand in hand with the website. The Facebook page gave opportunities to interact with people of all ages and race. It utilized everything Facebook had to offer. They included photos, shared links and pages, videos, and most importantly the organization was up to date on their wall posts. Their recent video included a promotion by Daniel Radcliffe, which created immediate comments.

The NOH8 knew one of the hardest audiences will be the millennial generation, and they provided many ways to capture their attention and give the opportunity to have a voice. I initially felt that the Facebook page was too busy (from a design standpoint), but when I asked my friend what she thought of it, she replied with excitement it is like a interactive website. Therefore, NOH8 connected with their audience. Additionally, their audience was not millennial but (by the Facebook pictures) people of all ages and gender, all Americans. I also like how the Facebook page linked to the Twitter page as it showed people how to get a “twibbon” next to their name to support NOH8. Twibbon allows other people as supporters by putting a ribbon on one’s profile picture. This is an excellent application. Their Twitter page has 72,583 and is updated almost daily and utilized Twitter’s important features such as retweeting, hashtags, sharing links, and promoting events.

However with every campaign, there is always room for improvement. NOH8 had a YouTube channel, but it was not promoted anywhere on their sites. I also think their Twitter page could have been more interactive by asking questions to its audience. For example, “what are you doing to support equality?” I felt the Twitter page was stiff.  I felt it was more directed to the California press than the California people. Also, their MySpace page needs to be updated more frequently. It looked like an incomplete version of their website.

Nevertheless, the campaign did an excellent job including 1D (informational), 2D (action) and 3D (community) strategy. It had a clear goal in mind and met it through the various tactics. Many campaigns should follow its lead.

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