The #Nomakeupselfie campaign AKA the Marmite of all social media campaigns

So it’s raised £8 million pounds in the last week alone. Provided much needed funds for 10 clinical trials that will look ‘at new treatments for sarcoma, acute myeloid leukaemia, neuroblastoma, liver, head and neck, breast, prostate, bladder and oesophageal cancers.’ And ultimately brought a load of us barefaced ladies and made-up men together in social media solidarity in the fight against the disease that is cancer. But the question is, has social media really been a force for good?

While there is absolutely every reason to celebrate the achievements of this social media phenomenon, it’s also made us look closer at the peer pressure that comes part and parcel of participating in the social media arena. In particular the nomination aspect of the campaign has made many feel offended and bullied into posting a #nomakeupselfie. So really does the end justify the means when so many feel that the campaign essentially (maybe not deliberately) compares the vulnerability of not wearing makeup to the vulnerability too many face having cancer? This of course draws us to consider the morality of such social media campaigns. An issue that that both The Independent’s Yomi Adegoke and The Guardian’s Sali Hughes expand on in their respective pieces.

It’s no wonder that it’s a hot topic in our office right now (it would be wouldn’t it) but one thing’s for sure, it did get us asking the question of whether or not #Movember does pretty much the same thing in raising awareness and funds for the fight against prostate cancer. Now we can only imagine the pressure for all those hairless Harry’s wanting desperately to grow a moustache to participate and only having a sprout or two to show for it come December 1st. The pressure it seems is similar but strangely taken with a pinch of salt in this case. And as Cat Turhan a student at the University of Warwick has said quite aptly in her piece, ‘what do moustaches have to do with testicles anyway,’ the same thing can be said for taking a selfie for cancer can’t it?

So whether it’s bizarre, narcissistic, revealing, empowering or unifying – it seems as though this social media phenomenon has got all bases covered. Now if you ask us, being the fabulous creative digital agency that we are, we’d say that whatever social media produces, promotes and pushes is exactly like Marmite – you’re either for it, against it or just not sure about it, charity campaigns included. We’d like to think that this campaign has been a great success for social media, not just for raising awareness and funds for the cause, but also for exposing the moral boundaries associated with social media campaigns.

Now it’s pretty clear where we stand, given our #nomakeupselfie and #manupandmakeupselfie, that we’ve jumped on the bandwagon in support of raising awareness and funds to kick this disease well and truly in the butt. And we think all of our friends at social media agencies, digital publications and just generally anyone who loves social media for actually doing good this time (#NekNominations ring a bell) should have a little fun and do it! Without pushing it, why not get your face out and donate!

And as Tesco says..every little counts and yes I did change my name to Commander Digital!