Core Activities

There are two core activities in this fundraising campaign, Language Challenge and Movie Quiz.

What is the Language Challenge?

The language challenge is an activity to teach different language and cultures on Facebook and Instagram. The idea of language challenge comes from the composition of our team. Our team members come from 5 countries, including Korea, China, Thailand, India and Egypt. Therefore, this component gives us the opportunity to show various languages and cultures to the British public in order to raise funds for Alzheimer's society.

Why Language Challenge?

1. With the emergence of globalization and internationalization, people have to communicate with others saying different language and having various cultures (Moeller & Catalano, 2015). Thus, learning foreign language is of utmost importance. According to Moeller and Catalano (2015), success of globalized world today is highly related to individuals who can speak a variety of language.

2. In language learning field, these social medias give users platforms to have a networking with peers and native speakers by public sharing, commenting and tagging others (Zourou, 2012). This is an ideal way to lead network effects. When a network effect is present, the value of a product or service increases according to the number of others using it (Saxton & Wang, 2014). This effect will help us to increase the influence of our activities.

3. A part of our target audience showed positive attitudes towards using Facebook as an educational tool. Eren's (2012) report indicated that students like to spend time on Facebook doing some language practice or watching related videos to improve their language skills.

The reason behind choosing the movie quiz as an activity for fundraising

The interactive nature of online fundraising allows fundraiser to interact with audience and motivate people to donate online (Cugelman, Thelwall and Dawes, 2011; cite by Panic, Hudders and Cauberghe, 2015). From this statement, it leads us to find the idea of activities that permit people to interact with us to motivate people to donate. Combining with the successful of visual quiz on JustGiving page, which can raise fund more than 100,000 GBP (William Reed Business Media Ltd, 2016). Therefore, the team decide to use the quiz as one of our main activities for fundraising purpose.

For the quiz theme, we choose famous movies due to preference of people in the UK, since the most popular online searching content is about the film and movie (Statista, 2015). Additionally, COVID-19 situation changes consumer behavior. Subscription video streaming service has grown up and there is 17% of people take a new subscribe during the pandemic (Mintel, 2020). This occurrence indicates that people access and watch more on video including movie and series since the subscription video streaming service also include the movie in our quiz.