How LOVE146 uses stories to rally a movement behind its cause

Trevor Young - 8th September 2010

How LOVE146 uses stories to rally a movement behind its cause

Creating an intriguing name for your brand is important.

But giving that name meaning by having a powerful and emotional story behind it is vital, especially in the not-for-profit sector where standing out can mean the difference between growing a community of passionate advocates for your brand…or oblivion.

Take LOVE146 for instance. It’s a really interesting name for a non-profit organization and literally begs the question: what does it mean?

This question in turn opens the door for the brand to tell its story (I urge you to watch the video below, very powerful stuff).

And tell its story it does.

LOVE146 has a very clear and intentional goal: The abolition of child sex slavery and exploitation. Nothing else.

The organization is highly skilled at bringing to life the issue of child exploitation particularly through the use of stories, as well as through the creation of events and talking points that cut through the ‘white noise’ and help propel the brand (and the issue) into the public consciousness.

Importantly LOVE146 distributes and leverages its content across multiple formats – including video, Twitter, a blog, MySpace, etc.

Its management obviously understands the notion that in order to effectively spread the word about your cause or issue, you first need to give people stories and ideas to spread, and the tools with which they can share them.

But it doesn’t stop there.

LOVE146 runs conferences (Collective Shout), organizes fundraising events (Ride Run Walk 4 Love) plus provides a range of resources on its website.

Check them out on Facebook or follow on Twitter. Or you can donate here.

LOVE146 represents much of what the SWEAT EQUITY ethos is all about – especially the following rules:

Stand for something beyond just your product
Give people reasons to talk about your brand
Up the humanity stakes in your business
Ungrudgingly share control of your brand
Instil passion and spirit into your brand communications
Cultivate a vibrant community around your brand

Non-profit organizations will learn a lot by looking at how LOVE146 goes about its business. Private enterprise too could also take a leaf or two out of the LOVE146 book of PR and marketing.

3 Responses to “How LOVE146 uses stories to rally a movement behind its cause”

Anne Sorensen Says:
September 9th, 2010 at 6:45 am
Wow! Another great post Trevor. The video is indeed a powerful explanation of the story behind the LOVE 146 name. Thanks for highlighting.

To discuss the marketing aspects seems almost frivolous after hearing about this cause. Needless to say, I agree totally with you that it’s a great example of integrated marketing, that every brand should have and tell their story and business is far more than a single sales dimension. To this end, when working with clients we always recommend a cause related marketing element to their activities – encouraging them to find a cause that is close to their heart. This one is obviously close to yours. Understandably so.

Thanks Trevor.

PS You maybe interested in #12for12K Social Media for Good – info available at http://www.12for12K.org ..also at http://www.dannybrown.me
Trevor Young Says:
September 9th, 2010 at 7:12 am
Thanks Anne

Yes, I did think about the seeming frivolous nature of my (marketing-oriented) post while I wrote it, given the depth and emotion of the issue itself. But then, I guess it doesn’t matter how the cause is highlighted, the key is to get people talking about your brand (which we’re both doing)!

Indeed, I received a positive tweet this morning from LOVE146 co-founder Rob Morris (@ROBLOVE146) which was nice – see below:

“@trevoryoung Shared your post with staff today (who put their heart, soul, blood, sweat & tears into it all). Very encouraged. Thanks!!”
Anne Sorensen Says:
September 9th, 2010 at 8:12 am
Fantastic Trevor! Glad they saw it. The frivolous feeling was totally personal (definitely not inferring the post was frivolous .. far from!). I had just viewed the video and was quite moved. LOVE146 is a terrific example of many things – not least the power of strategic communication to make a difference. Thanks again for highlighting it. Looking forward to more posts. Take care!