Usually, if a Facebook page has more than 9 million likes, at least one of them is bound to be in your friend list. As they follow its activity, occasionally liking or sharing the posts, you’ll see them passing through your own news feed. Such is the case with Humans of New York (often referred to as HONY) – you may have seen its post and heard of it without finding out what it is all about.

The idea

The idea behind Humans of New York is one of those brilliantly simple concepts able to touch millions of people and promote a cause without even intending to. The blog, Humans of New York, was started about 4 years ago by the photographer and blogger Brandon Stanton (who was neither of these things back then) with the aim to take the picture of every single inhabitant of New York.

Why it works

Every person on the blog is one of the million inhabitants or tourists of New York – people similar to those we pass by every day without casting a second glance. However, Brandon has a special ability – he shows us the ordinary people in an extraordinary light and brings out deep thoughts, precious pieces of advice and wisdom from everyone. Maybe it was hard in the beginning – hard to make them pose and to record their thoughts. Now, however, many New Yorkers seem prepared when Brandon shoots them – they have been expecting to meet him sooner or later and some have even prepared what to tell to him.

Brandon’s blog seems to have a special ability similar to that of its creator. Just read some of the comments below the photos and you will be impressed at how many good people remain in the world. People who cheer up others and those who don’t give up, people who offer help and advice without requiring anything in return; people simply stating ‘We are with you!’ under a heart-breaking picture of a disabled or broken person.

Involvement with the UN

Maybe that is the reason why the United Nations contacted Brandon with a unique offer – to send him on a 10-country world tour that would capture the Humans of Planet Earth and help support and promote the work being done to make the world better place (and expressed by the 8 Millennium Goals).

Brandon’s World Trip is half-done as he has already been in Iraq, Jordan, Congo and Uganda and is currently in Kenya. The other 5 countries he is to visit are: India, Vietnam, El Salvador, Ecuador and Haiti. We can even now see, however, that the campaign is more than successful, with thousands of comments, likes and shares of the HONY pictures and many people asking ‘I want to help – how?’ under the posts. Obviously, a great marketing strategy by the United Nations and a perfect way to raise awareness about a worthy cause.

Apply the ideas to your NFP marketing

So it seems that emotional connection is still at the heart of all human interaction.  This is something to remember in your own NFP marketing.  Perhaps you should be asking yourself; how well are you incorporating emotional connection into your messages?