Future:Media:Change

200 doctors, nurses and hospital staff from Providence St. Vincent Center created a viral hit with their Breast Cancer Awareness video “Pink Glove Dance,” that currently has close to 4 million views on YouTubeYouTube.

But why is the video a hit and should your nonprofit do something similar?

Let’s take a look at some of the elements that makes this video popular.

Issue – Breast Cancer is something that affects millions of lives and is easily recognizable.

Humor -The video does a great job inserting funny scenes with choreography.  The humor is light and does a good job allowing you to laugh with the video instead of at the expense of anyone.

Authenticity – I think you really feel that many of people in the video care about the subject.  From the doctors to nurses to surgeons you get the feeling that they are doing this in their spare time and not part of any public relations campaign.

So you’re a nonprofit that watches this video, do you develop your own pink gloves video?  Probably not.  One of the biggest takeaways that I’ve seen in the viral media world is not trying to make a video copying another hit. When I was working at the United Nations our boss saw The Meatrix and wanted a similar video for global poverty.  After speaking with Josha Sachs at Freerange, the studio that produced the Meatrix, this is probably the worst thing you can do.  Each organization has their own personality and unique message to get out and attempting to replicate a successful campaign purely based on viewers is almost certainly bound for failure.

Each nonprofit has a viral hit in them, the trick is unlocking that unique combination of message and story that makes people want to learn something about you.  One place to start is to start studying internet memes (or hits).  Why the hell is a chimpanzee on a segway popular?  Take a look at KnowYourMeme and figure out what makes them tick.  Then analyze your own organization.  What unique story and voice are you presenting?  What kind of message would motivate your audience?  With some time and creativity maybe you could make the next Hamster on Piano…