Archive for January, 2009
ACT Responsible
Posted by: | CommentsI found a website while searching for socially responsible ads called ACT. ACT stands for Advertising Community Together and they are a non-profit organization that wants to promote socially responsible ads. They say, “ACT shows how advertising professionals from all continents can use their core talent – creativity – to play a significant role in addressing today’s crucial world issues.” I think this is a great way to try and get responsible ads noticed. The ad profession is always scrutinized for producing ads that have a negative impact on our community, and this is a great way to prove people wrong.
Check out the ACT website: ACT Responsible
Additional Information on One Minute of Responsibility by
Following up on what Jamie wrote above, I examined the site in more depth and found something titled “one minute of responsibility.” Basically what it does is promote positive advertising from 20 advertising campaigns that represent social responsibility. These campaigns are aired throughout the day. What a great idea to start a federation such as this in order to change the way people view advertising. The frustration with the negative view of advertising is that it takes one bad advertiser, a poor judgement and only a little bit of publicity to lose the credibility of the entire advertising community. Actions such as this taken by ACT will constantly remind skeptics and consumers that amidst the negative advertising the good advertising always seems to prevail. Perhaps what we need is a little positive reinforcement DAILY to encourage our positive outlook on advertising!
Starbucks: Are you in?
Posted by: | CommentsStarbucks has joined President Obama’s National Campaign “I’m in!” which is a call for every American to dedicate 5 hours of community service yearly. By “pledging 5″ at your local Starbucks, the campaign is hoping to add 1 million hours of national service in the next year. (link to Starbucks’ press release) more comments on the “I’m in” campaign
Last fall during presidential campaigning Starbucks officially endorsed President Obama and launched a formal campaign encouraging Americans to vote as they offered free coffee with proof of voting.
I think these campaigns are set in great values by emphasizing the little things that everyone can do that can really change the world. So many people feel that the problems that plague our country and world are too big to deal with on an individual basis, but I believe if people really took notice in things like this they would realize their own ability to help. However, I recognize the fact that by endorsing Obama, Starbucks has the potential to turn many conservatively voting Americans away, regardless of their cause. Overall though it is nice to see such successful companies putting forth these calls to action (with incentives) in a seemingly selfless campaign.
Non-Profit vs. Commercial Advertising
Posted by: | CommentsIn thinking about advertisements with a socially responsible or “positive” message, it is almost impossible not to make the distinction between non-profit and commercial advertising. Obviously, public service announcements and most other non-profit advertising usually highlight a moral order or ethical code because that is their business. They are essentially selling these ideas of social advocacy, etc. (For a wesbite that is dedicated to the display of and commentary on international social and non-profit advertising, see http://osocio.org/. The examples below are from their website.)
Headline reads: “The air that cools your home heats up the world”
Advertiser: Columbia (outdoor clothier outfit); Agency: Prolam Y&R; Santiago, Chile
Advertiser: Stop the Traffik; Agency: Leagas Delaney London, UK
In the past, it has been much less common to find such uplifting or socially aware messages in commercial advertising. However, as the very existence of advirtues.com attests, that is all starting to change.
The question that I want to pose here is what are the implications, if any, in using these “feel good” messages, typically associated with non-profits and other philanthropic organizations, to promote the sale of a product?
Are these ads commercializing and prostituting our values and beliefs or are they simply a fresh new face of the industry that should be commended?
Hopefully this will encite a fruitful discussion and really get us thinking!
Humanitarian Aid
Posted by: | CommentsWith the growing awareness of humanitarian aid, Advertising must start changing the world in a positive way or it could be left behind. This push towards humanitarian aid and responsible advertising has not only effected America, but the entire world. Ogilvy, Mumbai has recently come out with a great ad campaign promoting adoption of children in orphanages. They use gripping real life photos to show the conditions in which millions of child try to survive in daily and the possibility of a better life. I believe that ad’s like this could really change people’s thinking and push them to help in anyway they can.
Adoption Campaign
Teen Pregnancy
Posted by: | CommentsI just found this Belgian ad against teen pregnancy…although I can’t tell if it would be effective or not. While most of the points it makes are valid, it seems to be more dramatic than necessary. I think it could be missing the age group it should be affecting, but maybe I’m over-analyzing.
Check it out.
I am an American
Posted by: | CommentsThis is from a campaign that GSD&M in Austin came out with after the attacks on September 11, 2001. This campaign was launched to help Americans realize that being American doesn’t have a single definition, and to help lessen prejudices people had on people of other races after the 9/11. This ad was used to help unite fellow Americans after the terrorist attacks, and to show the diversity that is America.
E Pluribus Unum, or “Out of Many, One.”
This spot aired just 10 days after the attacks of September 11th.
Advertising and the 7 Deadly Sins
Posted by: | CommentsThis website outlines a class assignment, ignore the bottom part but focus on the charts. It puts into tables the 7 deadly sins and the 7 virtues and shows how the media and “modern advertisements” have twisted all of these around and told us to do the opposite…it’s quite sad actually and a negative reflection on our society and the ad world today. Seeing these, however, I think is an eye opener and possibly a good place to start to take some action to change the way people view advertising. When you are looking at the charts look at the last column that says “modern advertisements” and try to identify ads that fit those modern sayings. Its no wonder that people have difficulty trusting advertising and believing in its claims, because the majority of it tends to contradict all of the values instilled in us from a young age. Anyway I think this is a simple but effective visual that calls for immediate and positive change.
Welcome to Advertising Virtues!
Posted by: | CommentsOn our launch we are creating a site that glorifies advertising done well. That is advertising which portrays positive social values or otherwise can be said to contribute something of value to our mediated existence.
Following the lead of progressive organizations such as the Foundation for a Better Life and companies such as Liberty Mutual, we will be documenting advertising virtues such as responsibility.
The Foundation for a Better Life has indentified 52 values that they are attempting to promote through audio, video and written stories at their website.
Liberty Mutual has started something called the Responsibility Project. We will investigate these different initiatives and identify other organizations and businesses that are choosing to use advertising for social good. Please subscribe and participate.
We want to hear from you.
