"What a well thought out campaign by CRUK, tapping into the zeitgeist of the selfie to gain viral pick up across social and then traditional media, huh? Except it wasn’t.
CRUK did not start the meme. But as soon as it became aware of it, the charity responded to requests to use it for something good by urging people to donate via messages on Facebook and Twitter. CRUK’s social team should be commended for recognising and handling this organic, crowdsourced surprise hit in just the right way and within hours.
But more interesting is how CRUK has built up such a store of goodwill towards the brand in the long term that it is able to commandeer an entire trend with authenticity. I look forward to seeing how it develops it so the millions of women who bared all, men who dragged up, and all those who shared continue to feel a part of something and the goodwill continues.