This week’s Carnival of Marketing is up at Marketallica.
My favorite post was from Spike Jones at Brains on Fire. He talks about the differences between a campaign and a movement:
Campaigns have a beginning and an end. Movements go on as long as kindred spirits are involved. Campaigns are part of the war vocabulary. Movements are part of the evangelist vocabulary. Campaigns are dry and emotionally detached. Movements are organic and rooted in passion. Campaigns rely on traditional mediums. Movements rely on word of mouth. Campaigns are part of the creationist theory. Movements are part of the evolutionist theory. Campaigns are you talking about yourself. Movements are others talking about you. Campaigns add to awareness. Movements add to credibility. Campaigns are “you vs. us.” Movements are “let’s do this together.”
To this I would add: Campaigns are static, but movements are dynamic. Nobody wants to have a campaign directed at them, but people want to become part of a movement that’s larger than themselves — and to invite their friends to join them. I think the truth campaign and the Invisible Children campaign are great examples of social marketing movements.
Are you trying to create a campaign or a movement?
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at Weinreich Communications since founding the company in 1995. She helps organizations make a difference for the populations they serve by strategically designing programs that draw on state-of-the-art behavior change techniques, digital media approaches and the power of stories. 
