Learn from PostSecret
PostSecret is the Haiku of the web. And it’s long been a very highly trafficked site. It’s so simple. People submit postcards, which conform to simple guidelines, sharing their secrets. PostSecret posts them online, and perhaps ads a bit of the comments they inspire.
What can you learn from PostSecret? To give people a simple art form, with rules that make success more likely. Discover something that needs to be expressed and give them the chance to express it.
DIGO did this when we created, “Talk Back To Cancer” for Memorial Sloan-Kettering Cancer Center. We knew people had an intense relationship with their cancer, so we built a simple social outlet for them.
It worked.