Social Marketing

Creative social marketing example #19: World Wildlife Fund.

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 Iris saves planet

Over the years, the WWF has done some brilliant advertising.  The message is usually a variation of “save the planet” but the executions are all different and each inspiring. The speckyboy blog has done an admirable job collecting some of the different campaigns. There was a lot of controversy recently over an ad that used the tragedy of 911 to demonstrate how many more people were killed by the tsunami. The WWF has denounced the ad but the print and TV live on in cyberspace. One of my favorite WWF ad is the one below (despite the fact that superheroes are generally overused) because it’s photographic execution is so natural and human. I hope the lights never go off on the creativity of this work and I applaud the WWF for setting the standard so high.

This blog post is #19 in the series, 21 creative social marketing examples.

 Iris saves planet

Over the years, the WWF has done some brilliant advertising.  The message is usually a variation of “save the planet” but the executions are all different and each inspiring. The speckyboy blog has done an admirable job collecting some of the different campaigns. There was a lot of controversy recently over an ad that used the tragedy of 911 to demonstrate how many more people were killed by the tsunami. The WWF has denounced the ad but the print and TV live on in cyberspace. One of my favorite WWF ad is the one below (despite the fact that superheroes are generally overused) because it’s photographic execution is so natural and human. I hope the lights never go off on the creativity of this work and I applaud the WWF for setting the standard so high.

This blog post is #19 in the series, 21 creative social marketing examples.

Creative social marketing example #17: Thinkb4youspeak.

brogan

Homophobics are still in the closet. Even though most of us have gay friends, relatives, co-workers or at the very least have watched “Will & Grace”, homophobia is still hiding out there. And sometimes, it comes out, passive-aggressively, like when teenagers say phrases like “That’s so gay.”  This is a noteworthy campaign by the AdCouncil to encourage people to thinkb4youspeak. While the TV featured Wanda Sykes and Hillary Duff, strange bedfellows for this in my opinion, my favorite is the one with the non-celeb below.  The website also has many different features like e-card sharing, a pledge, a word origin game, how to get involved and ways to share your stories and videos. But I am hoping they add more depth as the e-card and games are pretty simplistic and could be more interesting.



Are you guilty of ever saying “That’s so gay?” If so, out yourself here. Do you think that makes you homophobic or just plain careless and prone to cheesy pop vernacular? This blog post is #17 in the series, 21 creative social marketing examples.

Creative social marketing example #16: Stop Land Mines.

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This PSA is so powerful, I am going to let it speak for itself. Maybe we all would care more about the land mine problems in other countries, if it were in our backyard.

This blog post is #16 in the series, 21 creative social marketing examples.




 

Creative social marketing example #15: obesity prevention.

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Despite the 40 billion dollars poured into the diet industry, 2 out of 3 Americans are clinically obese. I, myself, have poured a big chunk of change into this industry. And while I adore my nutritionist, Gail Posner, and the progress we’ve made over the years, it is a daily battle of wills. Like “Will I put myself first and walk today?” or “Will I love myself enough to say no to that cookie calling my name?” Which is why I love some of the work the AdCouncil has done for the U.S. Department of Health & Human Services’ Obesity Prevention Campaign.  While creative like “Love Handles” and “Double Chin” are very funny and attention-getting, they don’t really inspire me as much as the posters like the one below. I can relate to these people with  spare tires and the copy that follows their curves to demonstrate how by taking small steps you can become smaller. These give me hope. These encourage me to keep trying.  I just joined my old gym again this weekend.  Here’s hoping I will use it and lose it.  If you have any small steps to get healthier that have worked for you, please share them…

bikini ad

This blog post is #15 in the series, 21 creative social marketing examples.

Creative social marketing example #14: Partnership for a Drug-Free America.

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“This is your brain. This is your brain on drugs.” Was there even anti-drug advertising before this memorable spot hit our TV sets in the 80’s? The mother to all PSA’s, this spot has been quoted, copied, spoofed, and lives on in our pop culture.  To replay in our social consciousness without paid media, now that is effective social marketing. My favorite of the original versions was the heroine spot below from 1988. And also another classic spot is the one where the dad confronts his son in his bedroom about his weed.  “Who taught you how to do this stuff?”, the dad asks.  The son screams, “You alright! I learned it by watching you!”  Talk about a parental guilt trip. And now a new generation is watching these psa’s on youtube. Decades ago the partnership laid the foundation for the future of social marketing and they are still going strong.



This blog post is #14 in the series, 21 creative social marketing examples.

Creative social marketing example #13: Parkinsons Society Canada.

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Aging gets under my skin. Already, at just over 40, my knees creak, my hands get stiff, and I have glimpses of how my body will betray me. Or maybe I have betrayed it.  In any case, I cannot imagine how painful it would be to experience the kind of physical betrayal that comes with Parkinsons Disease. One of my best friend’s dad had it. It was painful for her to watch Parkinsons steal him bit by bit away from her. Most of us take for granted that if we want something like a pen, we reach for it and get it. We can’t understand a degenerative disease that makes simple tasks like this so extremely difficult, one that interrupts the circuits between our brains and our bodies.  This awareness campaign for the Parkinsons Society of Canada does an excellent job of visualizing for us what happens when a body betrays it’s owner with this disease.



This blog post is #13 in the series, 21 creative social marketing examples.

Creative social marketing example #12: Nike Foundation.

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Girl power. As Americans, we’re all about empowering girls. But it wasn’t that long ago, women couldn’t vote, get equal pay for equal work or break through the glass ceiling in our country.  In developing countries, gender discrimination and gender disenfranchisement are rampant. Women don’t have a voice, the means, the education or the power to impact their destiny as easily as we have in America. The Nike Foundation along with some other folks are trying to change that with the girl effect. This is a great effort and a powerful video about how with the right opportunities, young girls in developing countries can make a difference and ultimately save our world. Spread the girl power by becoming a facebook fan of the girl effect. Or better yet, donate.  Do you think girls have the power to change the world? I do.

This blog post is #12 in the series, 21 creative social marketing examples.

Creative social marketing example #11: My Sisters' Place.

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He loves me. He loves me not. The game that many of us played as young girls repeats itself for those in abusive relationships. As nurturers, women believe we can change people. We are usually more forgiving than men, more tolerant of faults. I am lucky that I have never been in an emotionally or physically abusive relationship. But I have a good friend who was once dragged by her husband’s car down a gravel road, and now is a speaker for the women’s shelter that changed her life. When you’re living with abuse, it’s hard to get out. It’s sometimes easier to forget, to justify, to hope that things will get better, or to endure the terror because change is just as terrifying. What I love about this commercial for My Sisters’ Place New York is that it uses a business environment to demonstrate the ludicrousness of abuse. An environment that is usually professional, respectful, and politically-correct. Whether he loves you, or loves you not, abuse is wrong no matter what the situation. What do you think of this spot?



This blog post is #11 in the series, 21 creative social marketing examples.

Creative social marketing example #10: Looking Glass Foundation.

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There is a reason it’s called body image. The image we have in our head doesn’t always match the image in the mirror. Just today, my skinny, healthy friend, commented on how she feels fat. I am like “Hello! You are a size 4.” And then on the other side, sometimes I picture myself as “just plump” and am in denial to some of my own weight issues. Body image. All of us battle it. The Looking Glass Foundation, did a social marketing campaign comparing eating disorders to a suicide note—it is a cry for help, written if not in words then signs.  The visual of the anorexic girl in the TV spot is simple but powerful. As viewers we can emotionally connect to that moment of getting on the scale—and although we can not understand what the girl is thinking, we feel for her and want to reach into the screen and help her see the truth. Another creative execution they did is a toothbrush in a baggie with this headline: “Attempting to purge, Jane B. broke her toothbrush off in her throat and choked.” There is a fine line with an eating disorder. Not every anorexic is skinny. Not every bulimic is obvious. If you wonder if someone you know has crossed that line, here are the signs. There is help. And hope. As girls and women, we all need to have better body images, and learn to love our bodies as ourselves.



While we’re on the subject, I’ve included another spot from another organization that I like as well here. It’s pretty compelling.



This blog post is #10, in my series 21 creative social marketing campaigns.   

Creative social marketing example #9: Land Transport New Zealand.

brogan

As a creative director, I believe the best creative always surprises. I am always drawn to work that juxtaposes images in unexpected ways. This campaign for Land Transport New Zealand does a masterful job at this. The photography and retouching are beautiful (not to mention the New Zealand landscape!) despite the tragic messaging of the dangers of driving when you’re sleepy. It’s not surprising this campaign won a gold lion at Cannes. It’s a simple concept, brilliantly executed.

land transport ad 2land transport new zealand ad

This blog post is #9 in my series, 21 creative social marketing examples.

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