What motivated IABC UK to launch the video competition?
#myIABC started over a pint of beer, while discussing what differentiated IABC to other professional development organisations.
In our experience, IABC members have an innate bond that’s hard to verbalise. For many, IABC is a life-long commitment, and IABC colleagues are a pseudo-family. The campaign aims to capture this unique feeling. We started brainstorming around what IABC evoked as a brand, focusing on this common thread between IABC members of all disciplines and nationalities that we thought needed to be explored.
You can’t really fully understand the benefits of IABC unless you’re a member; although you can catch a glimpse of it by attending some of our events. It provides a strong connection that we thought was worth exploring in greater detail. We wanted to share this experience with a greater audience than ever before.
How was the process of launching and running the campaign?
The #myIABC campaign exemplifies IABC’s role in creating global connections. We’re thrilled to have created a platform for members to put into words what their membership means to them.
It was a lot of fun to launch at the global Leadership Institute in February in Los Angeles, and be able to shoot some videos on-the-spot with attendees.
We learned throughout this process that many chapters, including IABC Montreal, had run similar campaigns, so it was great to see that this was clearly a feeling that crossed all chapters. The more chapter-led member engagement initiatives that can be initiated and shared globally, the better.
What do you hope people who watch the video take away from it?
We launched the campaign to foster a feeling of connection – and pride – amongst current members on the intrinsic value that IABC membership brings to their professional and personal lives.
We hope it reminds members why they love being part of IABC, what it means to them and how it’s impacted their lives. We hope it increases awareness with non-members and makes them curious as to what they’re missing out on.