Archive for Caring
Daddy Dearest
Posted by: | CommentsThis is one of a series of media ads that encourages fathers to be a part of their children’s’ lives. Sponsored by the Advertising Council, the US Department of Health and Human Services Administration for Children and Families Office of Family Assistance, and the National Responsible Fatherhood Clearinghouse, these ads were launched coinciding with Father’s Day. The reason this campaign was launched is because millions of children live without their biological fathers and are more likely to be poor, use drugs, experience educational, heath, emotional, and behavioral problems, among other things.
The series of television spots created through this campaign applies to people through humor and depicting a diverse range of family types. I found this ad to be my favorite because the ad depicts a father helping his daughter in ways not many fathers would. The other spots can be seen at http://www.fatherhood.gov/media/tv/index.cfm.
The series shows a diverse range of relationships between father and daughter or father and son. With the popular belief that money equals happiness, this campaign serves to portray the value that family is happiness. The variety of the roles depicted through these television spots also serves to reverse gender stereotypes where the father practices cheerleading with his daughter (commonly believed to strictly be a girls’ activity) or the father makes lunch for his son (believed to be the mother’s job).
One of the main reasons I believe this campaign to be socially responsible is because it wants to fight community evils like theft, drug abuse, educational issues, and much more by showing how father child relationships can make people happier. Yes this campaign mainly endorses father children relationships, but it also serves to encourage healthy marriages. Culture, background, and life experiences all influence consumer behavior and buying decisions. The campaign for responsible fatherhood serves to promote the health and happiness of consumers and their life experiences.
“I’ll Be There” – State Farm
Posted by: | CommentsState Farm launched a great campaign this month in reflection of the season of thankfulness. Why not spend time thanking others for being there – State Farm offered a great way for consumers to do this, and it plays along really well with their tag line of “Like a good neighbor, State Farm is there.” They really play well with relating their tag line to the consumers.
I believe this ad really adds relevance to the consumer, and the song choice is really important (especially in this particular video) – I’ll Be There by Jackson Five.
I think there are very few companies who can do this well – and I applaud State Farm for their efforts. They are giving consumers the opportunity to send a thank you note to others thanking them to be there. The commercial doesn’t focus on anything about State Farm, just on others doing good deeds, and then at the end it offers their tag line. What is your input on companies utilizing holidays to help with their brand image?
Way to go, State Farm!
Toll House is Spreading the Love
Posted by: | CommentsHappy Thanksgiving!
Perhaps it’s the holiday spirit, but something about the new Toll House cookie commercial almost moved me to tears, and I think it’s safe to say that was the advertisers intent.
Check it out:
In this spot, Nestle Toll House, a relatively low effort processing and decision-making product is presented as the hero. Since attitudes formed under low-effort processing are often not stored to memory, Toll House uses emotional appeals and unconscious influences to affect the attitudes and beliefs of the target market and aid the consumer in recalling the brand later.
One of the techniques this ad uses is transformational advertising in which the goal is to create an association between the experience of using the product and certain psychological characteristics. Specifically, Toll House is increasing emotional involvement by creating a richer experience with the product as opposed to just highlighting product benefits.
Additionally, Toll House is increasing relevance to the consumer by using self-referencing, a common strategy used to increase the extent to which a consumer is engaged in relating the scenario or message in an ad to their own experiences– such as coming home from college to fresh-baked cookies, or providing yummy treats for a granddaughter’s soccer team.
In sticking with the theme of virtuous advertising, I’d also like to point out the genuinely positive message of “paying it forward” that the commercial uses by creating a chain of inspiration between the actors in the commercial to bake some love and pass it on.
A truly great message and utilization of persuasion theories– what more could you ask for on this day of family togetherness? Now I have something to use as an explanation to show my family what advertising is all about, because we know the inevitable topic of conversation at dinner will include asking me what it is that I am doing/plan on doing in the future.
Gotta love family! Happy Thanksgiving!
Macy’s: “Come Together” Around the Dinner Table
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Last month, Macy’s launched COME TOGETHER, a novel fundraising campaign that successfully raised enough funds to feed 10 million people suffering from hunger in the United States. In conjunction with FeedingAmerica, it used a multi-platform approach to reaching its goal: people could choose to HOST, GIVE, or SHOP to donate, either in its retail stores or online.
HOST: Across the country, people hosted dinner parties, and instead of bringing the traditional hostess gift, guests were asked to donate to FeedingAmeerica. The hosts could go to www.macys.com/cometogether to get ideas for themes from Martha Stewart, send out invitations, and find recipes from such celebrated chefs as Emeril Lagasse.
GIVE: People could donate $1 at any Macy’s register, which provides dinner for seven, any time they shopped.
SHOP: Food banks across the nation sold $5 tickets that enabled shoppers to get special in-store savings on October 17th, online and in retail stores; a portion of the $5 would benefit FeedingAmerica. Macy’s also hosted nationwide events such as VIP dinner parties with Martha Stewart and Emeril Lagasse to raise awareness and fundraise.
The “Come Together” commercial features a star-studded cast. Both the commercial and the campaign encouraged a return to values such as community, sharing meals at the dinner table, and facilitated simple ways we can give back to the community even as we are buying things for ourselves. I think Macy’s did a wonderful job of taking into account how people are not eating out as much due to the recession, and how they could use this to the advantage of this campaign by inviting people to host at-home dinner parties and donate to those less-fortunate at the same time. The website garners affective involvement from its viewers, as does the song “Come Together,” by the Beatles. The song and the commercial encompass the central message of the campaign: we must come together, whether a celebrity, employee, or anyone, and do our part to be socially responsible; moreover, in keeping with the classical liberalism mindset, it provides incentives to give because it benefits us as well in that as shoppers and hosts, we enjoy quality time with friends and family, throw parties, and shop discounted products at the retail stores. The commercial and website garners attention with the long list of celebrities that appear; for viewers today, they represent a reference group of people who are admired. These stars, such as Usher, Queen Latifah, and Jessica Simpson, are using their fame for good ends by helping Macy’s “Come Together” campaign. Furthermore, it is fitting as these celebrities are all Macy’s “Star” Designers, and the commercial shows them eating at Macy’s with employees of the store (all part of the Macy’s community). There is a clear association with all the elements of the commercial, from the food being offering to the “Star” Designers to the song clearly asking us to come together not only at the dinner table, but as a nation to help one another.
The Responsibility Project – Liberty Mutual
Posted by: | CommentsLiberty Mutual launched a commercial back in 2006 promoting responsibility – stranger to stranger. Their commercial received so much attention that they decided to form “The Responsibilty Project” which according to their website “[they] thought, if one TV spot can get people thinking and talking about responsibility, imagine what could happen if [they] went a step further? So [they] created a series of short films, and this website, as an exploration of what it means to do the right thing.”
The video below is the first commercial they aired in 2006.
The website features over a dozen short films showcasing different ways that strangers are responsible to one another. The videos are great short movies, and really eye catching. They leave the individual really questioning his or her own actions. This is a GREAT method to really engage the audience and encourage some type of action. Though it’s not about the product it’s action to join the movement of responsibility.
I think it’s absolutely fantastic that Liberty Mutual saw a need for this movement and what a great way to bring recognition to their brand. Furthermore, they are weaving the value of these movies (responsibility) with the value of their brand (responsibility). I say way to go Liberty Mutual for really relating to the consumer.
This is a follow-up ad that ran on TV as well.
You can go to The Responsibility Project website and check out the the short films that were made. What is really interesting is that NBC now has their additions to The Responsibilty Project and have added their own short clips with some if their starring actors are featured in the video. Is NBC tagging along to this cause hoping to gain as much respect as Liberty Mutual has through their efforts? I definitely applaud Liberty Mutual’s mission with this project, but I wonder if NBC is doing this because they see the opportunity for growth or if they truly are passionate about this subject.
Kudos to Liberty Mutual!
Also, for your viewing pleasure check out another Liberty Mutual website – What’s Your Policy. It features tons more commercials focusing on The Responsibility Project.
Kodak and “it’s time to smile” with “Little Moments”
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http://www.adweek.com/aw/content_display/creative/new-campaigns/e3ifc258f6318477ab031e7a2e66ac2774a
http://www.tradingmarkets.com/.site/news/Stock%20News/2606029/
I saw this new Kodak campaign “It’s time to smile” which is Kodak’s first brand campaign since 2005 along with a couple of interesting articles above talking about it. ”The campaign aims to focus on the moments and relationships that define folks’ lives. The effort is a direct result of the “Future of Reconnectivity” report commissioned by the Eastman Kodak Co.” (Ad Week 2009).
I like this campaign and the whole Kodak initiative very much, because the company is trying to go back to the basic human values of connectivity and togetherness in a highly materialistic society. This campaign reminds me of the Mastercard campaign “Priceless” which was also hugely successful due to the basic values in it. I think that society needs to see ads like that along with the millions of luxury ads we see every day to remind us that there is something else besides products and money – there is family, friends and these magnificent moments we are lucky to spend with them. Thus, I believe that Kodak’s ad definitely breaks through the clutter and consumer notice it due to its emotional connection with the consumers.
Furthermore, I think that Kodak is making a very strategic decision in terms of capitalizing on the trend in society of going back to the family values in the times of economic downturn, which can actually be a critic against the company. And critics will elaborate to say that after all Kodak is also trying to sell products and make money. Although that is a valid argument, Kodak is still doing good to society by reminding all of us of the human values of sharing moments with the loved ones through pictures. And who doesn’t like looking through photo albums with friends and family? Those are the cultural values Kodak is promoting which definitely places Kodak on the list of socially responsible and ethical companies.
What do you think?
Land’s End Brings Social Responsibility to a Personal Level
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Land’s End, in partnership with the Massachusetts Coalition for the Homeless (MCH), the National Coalition for the Homeless (NCH), and its retailer Sears, has begun an initiative they dubbed “BigBostonWarmUp.” It began in Boston and has spread nationwide. With its goal to provide coats to keep the nation’s homeless warm in the upcoming freezing winter months, especially in Boston, Sears has asked consumers to bring in their lightly-used coats to its Land’s End Shop at Sears. In return, Sears will grant a discount of 20% off any new Land’s End coat purchased by the consumer. The website, available at http://www.bigwarmup.com/, tracks how many coats are donated per store, per state, and how many homeless are in that state. A heart, which is a motif they have used recurrently on the website, is placed next to the store in which most coats have been donated. Once you donate your coat, you can track where it is and where it has finally been donated. The site also provides statistics of the steadily increasing size of the homeless population (11% increase in Boston last year alone), and the fact that most of them are families is very sobering.
The commercial Land’s End Shop at Sears has created to promote its initiative is extremely creative! The commercial begins with a drama–a story unfolds about a mother who gives her son a red, Land’s End coat for Christmas. She sews on his name, and the commercial follows him through milestones in his life: college,, first kiss, marriage, children, moving, etc. Finally, it’s time to dispose of the coat that has been with him his whole life. The next screen shows a homeless man receiving the coat. The incredible twist to this online commercial is that at the end, we see a woman leaving the shelter holding a coat; when she looks down to see the name of the past owner, it’s your name! It ends with: “[Your Name], your gently used coat can help one of our nation’s many homeless people stay warm this coming winter.”
The commercial (featured above) inspires affective involvement from its viewers–it is both touching and surprising in that it really drives the point home that social responsibility is not just a lofty idea, it is a something YOU can do for one another. It makes social responsibility relevant to each consumer, on a personal level, literally by name. This ad demonstrates shared values we strive for in our culture, namely the importance of family, greater social unity, and generosity towards the less fortunate. The drama that opens the ad hooks us in with its relevance to the life of any average American. And that is the point–every average American can make a difference. The company is also uniting altruistic motives with profit-based motives, in that in addition to donating, it also sells it products (new coats) and promotes positive associations of the Land’s End brand. Moreover, it is using social media and optimizing on the current trend of internet advertising and user-generated content. It also targets the disposition of the product in the consumption behavior tripartite model, and reducing the buyer’s perceived risk and hesitation of buying a new coat and having to dispose of the old coat–we are instead recycling and not wasting. Additionally, the music aids in this perfect example of transformational advertising–it is touching, yet simple.
Enjoy the commercial, and have fun sending it to others!! And remember, only 12 more days to donate a coat (the campaign ends in November).
Haagen-Dazs and its social media campaign “Help the Honey Bees”
Posted by: | Commentshttp://adage.com/goodworks/post?article_id=140412
http://www.experienceproject.com/index.php
I have found this great Advertising Age article above regarding the media campaign “Help the Honey Bees” by Haagen-Dazs. Through the ExperienceProject.com website, the company raises awareness and educates the public about the mysterious epidemic of hive collapse, called Colony Collapse Disorder, and its threat to global well-being.
I personally think that this is a great initiative and is very memorable and involving. The website is structured in very personal way where real people share their stories, experiences and confessions. It also challenges the people to eat healthy thus promoting healthy living. It is a great cause-related marketing campaign which gives the opportunity both to the company and its customers to show they care.
Of course, there are people who can argue that at the end of the day, it’s all about money, about products and marketing. And they are right, but I will pose the question: so what? Of course companies need to care about profits, if they didn’t, then they could go bankrupt and thus the consequence will be severe – with many jobless people. I don’t think that there is anything wrong with a company trying to be profitable – after all that is why companies exist. It is the means to achieving this profitability that I believe matter. If companies are concerned with profits only and are ready to do anything to meet the quarterly sales (and by anything I mean without consideration for the people, environment, and society), then I see a problem. However, when companies show that they care about social issues and try to help social causes such as the honey bee crisis, then go ahead!!! It is a win-win situation for the companies, people, society, and environment. And furthermore, if the execution of the marketing cause is done in a creative and involving way such as the website Haagen Dazs developed, then I believe that the company has truly managed to make a difference and has made the world a better place.
What do you think?
Bring Change 2 Mind
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“1 in 6 adults and almost 1 in 10 children suffer from a diagnosable mental illness. Yet, for many, the stigma associated with the illness, can be as great a challenge as the disease itself. This is where the misconceptions stop. This is where bias comes to an end. This is where we change lives. Because this is where we Bring Change 2 Mind” (BringChange2Mind.org)
The “Bring Change 2 Mind” Campaign
Headed by Glenn Close and three mental health organizations, this campaign’s goal is to remove the negative stigma and misconceptions associated with individuals suffering from mental illness.
Directed by Ron Howard, the first PSA features Glenn Close and her sister who suffers from bipolar disorder. As people walk through Grand Central Terminal, their shirts reveal what others fail to see at first glance, their mental illness. What makes this ad effective is not the label on the person suffering from a mental illness, but the person standing next to them. For instance, one man’s shirt says “Post traumatic stress disorder,” while the shirt on the person standing next to him says, “Battle buddy.”
This ad parallels our discussion on attitudes, specifically forming and changing these attitudes. The goal of this campaign is to change the stigma linked to individuals suffering from a mental illness. Since these attitudes are primarily built around negative cognitions or beliefs, the objective of the campaign is to inform the public about mental illness, thus stimulating more positive associations with these individuals.
Disney’s Give a Day featuring James Denton
Posted by: | CommentsDisney's Give a Day featuring James DentonThe definition of social responsibility: an ethical or ideological theory that an entity whether it is a government, corporation, organization or individual has a responsibility to society at large.
Through the “Give a Day” campaign, Disney is promoting volunteerism, a socially responsible behavior that gives back to the community. A reward in the form of a free ticket to a day at the park is offered in return for only one day of service. Using the Muppets, Disney is targeting young families and children specifically, which in some cases is extremely controversial. However, I believe that Disney does it with class and in the long run, this campaign has the ability to incorporate service-learning activities in people’s everyday lives.
It has been my personal experience that “potential” volunteers are not apt to actually help out because they lack knowledge of where to help and motivation. Disney has reached out its hand to these individuals by providing consumers the proper resources to act. Consumers are being offered knowledge about volunteering and better yet, they are given a concrete and promotion-focused goal to meet: one day of service for a free ticket.
Through this campaign, people are inspired to help. Whether or not it is for a desired goal doesn’t concern me because I feel that people are being helped and the promotion is for a good cause. Who really cares if volunteers get something material out of the service exchange? It’s hard for me to consider promoting service as a negative thing. It has, however, sparked up a debate on many online forums about receiving a reward other than self-fulfillment for volunteering. Some critics claim that service in this form is not altruistic.
What critics have said:
“I think if you volunteer to get something in return your heart really isn’t into it.”
“I’d hate to see parents introduce their precious little snowflakes to community service this way…then they will expect something each time they volunteer.”
What do you think? Can socially responsible behavior be rewarded or does the reward negate the service?
