In one day, the world takes more than one million selfies, the average Millennial spends one full hour of their week dedicated to taking selfies and a young adult will take more than 25,000 pictures of themselves in a lifetime. There's no doubt selfies have taken over the newsfeeds and lives of many young adults – but now, marketers are tapping this enthusiasm to educate, inspire and motivate young people on important issues.
For the second year, Naked Juice is harnessing the selfie for social good. The juice brand's Drink Good Do Good campaign has a very simple three-step process: 1) take a selfie with a fruit or vegetable, 2) share using the hashtag #DrinkGoodDoGood and 3) trigger a 10 lbs. donation of produce to a neighbor in need. The Drink Good Do Good effort highlights Naked Juice's commitment to reducing food deserts in urban areas through a partnership with nonprofit Wholesome Wave. The brand is aiming to make fresh, affordable food more accessible – kicking off its 2016 campaign with a donation of 250,000 pounds of produce. To further raise awareness for food deserts and encourage participation, Naked Juice is partnering with celebrities and chefs including Adrian Grenier, Bobby Flay and José Andrés, and is featuring four videos of Grenier exploring food deserts in his native home of New York City. A fifth 30-second video shows consumers just how easy it is to "Do Some Good with Your Selfie."
Not only is Naked Juice tapping into the selfie trend, it is also making it strikingly easy for consumers to participate in eliminating food deserts. The brand is joining the ranks of TOMS shoes in the "no purchase necessary movement," meaning each and every individual can make an impact, whether or not they've bought a product. And, research shows consumers appreciate an easy call-to-action, especially when it comes to digital activations. In fact, our own 2014 Cone Communications Digital Activism Study found more than eight-in-10 Millennials (82%) said they'd be motivated to participate in social and environmental issues online if it was easy to do so.