Out-of-Control Campaign Drives Understanding (Case Study)

Imagine this: What you say and when you say it are completely out of your control for a full 24 hours. That’s what Surrender Your Say participants experienced via this imaginative campaign from Tourette Syndrome Foundation of Canada (TSFC). TSFC launched this out-of-the-box Twitter takeover to boost gut-level understanding of what having the disorder is like. Here are the four steps to Surrender Your Say’s success: show, not tell; make participation as active and energizing as possible; spur emotion and surprise; choose a platform that makes it easy to spread the word.