Make it Stop – It’s Unwatchable!
What’s fantastic about this project and to an extent, process is the ability to ask questions of y’all along the way – when you’ve got literally hundreds of thousands of copies of Marie Claire around the world talking about the campaign and given it’s social roots, it’s not like it’s a secret. So today I need yet another bit of advice.
We are getting closer and closer but in the last week a debate has manifest about the overall branding of the campaign i.e name.
‘Unwatchable’ which Marc Hawker came up with at the start has been the campaign name for almost a year the name which has been heavily utilised in Marie Claire near enough globally and basically the accounts, URL and all the social prep are branded such.
Unwatchable may accurately describe the film and what’s going on in the Congo but does it work as a campaign title? That is the question. Are we wedded to this now? Well to be honest if something better came along that worked on the web, google, facebook and twitter then I reckon we’d embrace it. That’s the thing about ideas, you’ve got to be able to chuck em away when they aren’t working.
There is currently an idea floating around the group that the name of the campaign needs to be more declarative and the proposal is simply ‘Make It Stop!’.
As an internal bit of communication I actually don’t mind it… you’ve watched or are watching something horrific – what do you want to do – well you obviously want to ‘Make it Stop!’ however am concerned about it’s salience and an overall external bit of comms.
The objective facts as I can see em.
In the Unwatchable corner:
1. The name has been around for more than six months
2. When you type the word ‘Unwatchable’ into google you find us on the first page
3. We ‘own’ @unwatchable and even today #unwatchable is often about us
4. If you type ‘unwatchable’ into facebook we are top of the list
In the Make It Stop corner
1. Domains are available (well they might not be after I post this)
2. It’s a generic term that isn’t owned – so with google you never know if you campaign around it it might get traction
3. @makeitstop is gone and #makeitstop is an existing twitterism so no joy there
4. There are at least a dozen groups simply called ‘make it stop’ on facebook already so therefore you would have to qualify the statement with words like ‘Rape’ & ‘Congo’ which means you might as well say ‘Make Rape in the Congo Stop’ which currently takes you to a whole bunch of NGO’s anyway.
5. the NSPCC have the line about child abuse Make it Stop, Full stop which surprisingly doesn’t actually rank that highly in google – largely because Childline is the ‘brand’
Neither mentions the actual subject matter and actually we all quite like the line ‘Is your phone rape free?’ . FYI – We can’t actually say ‘make your phone rape free’ because the whole point of the campaign is about the lack of transparency from the electronics manufacturers in their supply chain so they could sue us ironically.
Disclosure: Obviously I think a campaign name change at this point is foolish simply because of the global press we’ve had already but need some support from the cognoscente out there to support the case to not change it.
So here is the question. Yes to Unwatchable? Yes to Make it Stop? Yes to something completely different as its all up for grabs it would seem. I have a meeting on thursday to discuss so could *really* use some help / comments between now and then and please be blunt.
Assuming we get through this this week you may well end up seeing a campaign this side of 2012.
Also feel free to fire over any additional questions about the campaign if I haven’t already covered them here or elsewhere on the blog!
(If you have no idea what I’m on about read through the other Unwatchable posts to get the gist of it btw.)