Social Campaign Analysis


If you have been on social media at all in the last six months, you have probably seen #metoo pop up on your feed a time or two. Whether you support the metoo. movement or not, you cannot deny the influence that it has had on society. From the me too. campaign we have also been introduced to #timesup and #whywewereblack. Many celebrities have joined the movement and have brought a lot of attention to these campaigns.

The “me too.” campaign was founded by Tarana Burke in 2006. The main goal of this social campaign is to ensure that sexual harassment survivors know that they are not alone in their journey. The motion specifically targets young women of color from impoverished communities.

The social media campaign me too. has taken over the internet. As of October 24, 2017, the me too. campaign had spread to 85 countries and had more than 1.7 million tweets (CBS News). The campaign has spread on various social media platforms such as Instagram, Facebook, and Twitter. The campaign also has their own website,

One of the main principles that this social campaign utilizes is the zeitgeist principle. This campaign strives to create a community of support and shared experience for those who have been sexually harassed. Sexual harassment awareness and allegations have been a defining idea of this time period, especially with the current president.

The campaign allows follows the principle of the path of least resistance. All you had to do to participate and spread awareness was use the hashtag #metoo on any social media platform. It takes less than 30 seconds to send out a tweet that short. It is so simple and is not asking people to do too much.

The story principle is also being used by the me too. campaign. People are sharing their stories and are connected through shared experiences. When authentic stories are told, it attracts people with similar stories. People who have been afraid to speak up in the past gain the courage to speak up after hearing other women’s stories. Their stories have even been so inspiring that TIME Magazine named the “Silence Breakers” its Person of the Year.



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