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Nominations: from Self Indulgence to Charity Causes

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Celebrity #nomakeupselfies: Ricki-Lee Coulter poses make-up free for cancer awareness

The ‘nomination’ trend has snowballed into a social media phenomenon, taking the online world by storm.

From its beginnings as a mindless drinking game, nominations have transformed into a push for positive change around the world. Here’s how…

Nominations started out with a group of Western Australian students necking beers (shocking, we know!). That original tradition involved filming the slamming of multiple brews, before electing friends to do the same in a peer-pressure and alcohol fuelled chain in the months that followed.

Thousands and thousands of pints, schooners, shots and bottles were downed and posted online under the trending #NekNominate. The NekNominate Facebook page gained over 10,000 page likes in just a week and the craze continued to grow at an alarming rate until it reached its devastating peak: five young deaths. It was after this point that Brent Lindesque turned nominations around 180°.

On January 31st this year, rather than following in the footsteps of the NekNominations before him, this South African opted instead to hand out a sandwich, chocolate bar and bottled drink to a man begging roadside for work.

Lindesque posted a response commenting on his video, saying “Downing a can of Castle Light is easy… imagine if we all harnessed the power of social media to make a real difference in people’s lives.”

With that, the Random Act of Kindness Nominations (#RAKnomination) was born and brought an unexpected level of growth to the nomination trend. RAKNominations encouraged participants to complete socially uplifting acts to a stranger, charity or those less fortunate. Slowly NekNominations phased out in favour of this more positive direction.

On March 18th, British teenage mum Fiona Cunningham, inspired by a make-up-less actress Kim Novak who attended the Oscars earlier this month, began the ‘No Make Up Selfie For Cancer Awareness’ Facebook page.


Within a week the page garnered nearly 260,000 likes and raised £8 million ($15 million AUD) by levying the freshly viral nomination trend and encouraging girls to post #NoMakeupSelfie pictures and donate to Cancer Research UK. This strain of nominations has spread to an international level – we’re sure you’ve all seen your fair share of fresh (and not so fresh) faced no make up selfies across your news feed – sharing the drive for funding and awareness around the world. Yay social media!


Celebrity #nomakeupselfies: Beyonce, Miley Cyrus, Rihanna and Cara Delevingne

But, for better or worse, men have not been left out. A new, very recent trend, #CocksInSocks, is now to men what #NoMakeUp selfies is to women…creating another strong push for donations to cancer research.

And as, well… odd as this may appear, we’re giving these fellas a virtual high five because, as an agency with our core deeply embedded in philanthropy, we have nothing but respect for any person or movement that promotes postive acts in our social community. Even if it is facilitated by putting your bits in an old gym sock….

Expect to see nominations continue their viral evolution as the positive ‘nominations boom’ exponentially grows and matures.

And as it matures, new public interests will emerge. It’s important for brands to keep track of consumer behaviour on trends like these, to see how they can piggyback and engage their audience through them.

It’s safe to say that peer-pressure on social media, whether for good or bad, has played and will continue to play a massive factor in the story of nominations – we can’t help but wonder where this trend will end up next.


Written by our Canadian intern Kiefer Uuksulainen

Source: The Telegraph