Our ‘Against Dumb’ Cultural Movement for SMART USA has really captured people’s imaginations. The ‘Great Dumb Trade-In’ competition has been a wonderful tool to really drive awareness of the campaign’s message of no more mindless consumption.
The Great Dumb Trade-In focused entirely on word-of-mouth for its success, via SMART USA’s Facebook page. People were invited to submit their best examples of mindless over consumption, which fellow Against Dumb followers voted on.
And it attracted plenty of entries. From a radio hat and sushi stapler to hair-burning supplies and a lip enhancer. Seriously guys!!
Votes are now being counted, and it soon will be revealed who has won a brand new Smart FourTwo. Who would have thought that buying a completely useless item could lead to you winning a brand new car?
But this is my point. Cultural Movements centre around engagement. And the Great Dumb Trade-In interacted with everyone who was interested in the fight against mindless overconsumption. It’s fun, it’s interesting (I didn’t know for example that a toilet car even existed) and it shows real, tangible proof that the cause is a good one.
Some followers are even now sharing examples with fellow followers via Facebook of mindless overconsumption they’ve seen, including news that Starbucks will soon be introducing a Trenta cup where you can enjoy a massive 916ml iced coffee. Can you really drink that much in one sitting? Maybe this is the best example of Against Dumb that we’ve seen yet.