After the London riots last year, 14 to 25 year-olds have become the age group holding the worst reputation in the UK. This is why vInspired, a youth volunteer charity, launched the Reverse Riots campaign.
Reverse Riots is a 'Do something campaign' and encourages young people to show the society that they contribute positively to society on social networking sites. The campaign uses celebrity endorsement, including Paloma Faith and Plan B. Audience participation is also a big part of the campaign. Youngsters from all over the UK are invited to take a picture of themselves holding a piece of paper in which they state how they positively contribute to their community, spread it online and use the hashtag #ReverseRiots on Twitter.
Some lucky participants will have the chance to win a number of prizes or replace the Twitter profile picture of a celebrity on the London riots anniversary.
MY OPINION
I think this social media campaign is very smart and I really like the audience participation factor. It seems like it will generate the media interest necessary to make it noticeable to traditional media and become mainstream news.
Images from here.
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