To mark the 32nd anniversary of the discovery of AIDS, (RED), an AIDS awareness organisation, took to social media to help raise awareness about the disease. The organisation’s choice of weapon to spread knowledge about the illness was Twitter-owned video-sharing app Vine.
(RED) called out to users to submit Vine videos with the hashtag #REDworldrecord in order to create global awareness to combat the disease. In the six-second video, (RED) requested users to either wear, say or capture something “red” to express support to the cause.
The idea was to create a world record for the most Vine videos recorded for a cause in a day using Vine contributions from around the world, to acquaint people with the cause. Entries submitted by 11:59 PM on June 5 only have been counted for the world record. Participants were allowed to make submissions till midnight in their time-zones.
A still from one of the Vine entries
Making ample use of the stop-motion method of shooting videos on Vine, users added innovative videos like showing words in red coloured ink appear on palms, floating red couloured hearts and more. Some ideas suggested by the organisation included wearing red coloured accessories, painting a red picture or simple saying “I want an AIDS free generation,” into the camera.The movement has already seen a ton of videos, although it has not released a final tally as yet. Entries were being monitored through the hashtag by RecordSetter and we’ll have to wait and see if (RED) did manage to set the first Vine world record.
One lucky participant will see his or her Vine being featured on the NASDAQ marquee screen in Times Square, New York city. Celebrities like David Guetta, Dita Von Teese, Dr. Dre and Twitter’s co-founder Biz Stone have all lent a hand to the cause by uploading creative Vines.
Using Vine’s short and succinct format could well have been a masterstroke for the organisation. Using the visual medium is always a great idea to put a message across, and six-seconds might just be the perfect length. The challenge to create something impactful in such a short period of time is also a great one for participants. Now to wait and watch if (RED) sets a world record for Vine.