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.
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.
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.
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.
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.
This blog post is #9 in my series, 21 creative social marketing examples.
I read somewhere that the generation now graduating, Generation Y, will be the least entrepreneurial of any generation. Over scheduled by parents and over rewarded with trophies for just about everything, they don’t seem to be as much of go-getters as others before them. Now Generation Z, is still young—so maybe there is hope for them. (Although my kids play a lot of sports and have a lot of trophies in our basement too!) The United States Patent and Trademark Office and the National Inventors Hall of Fame partnered with the AdCouncil to help inspire invention. The result is Inventnow.org. The TV is really fun. And while the concept of the Web site is strong, it was built a while back and I got a little impatient waiting for the downloads. But for a kid that likes to tinker, there is inspiration, challenges and instructions on how to get a patent. Let’s hope Gen Z is paying attention. I really hope America makes a comeback—so I can retire with a decent 401K one day!
This blog post is #8 in my series, 21 creative social marketing examples.
Awareness is nice, but it won’t put a roof over anyone's head. The objective of most social marketing is to build awareness about social issues and inspire behavior change. This social marketing campaign for Covenant House, the largest homeless shelter for Canada’s youth, kills two birds with one stone. While it builds awareness, it asks you to do reach your hand into your pocket on the spot. Sure, the March of Dimes has been doing this for decades—asking you to add a change to a point of purchase display. But this was done in a really beautiful and interesting way. I know this won an Obie, and it certainly inspires me of what is possible for outdoor and a simple poster. Have you seen any other interesting social marketing campaigns that inspire behavior change on the spot?
This blog post is #7 in my series, 21 creative social marketing examples.
I have been trying to put out cigarettes for twenty years. No need to send me Chantix, as I am not nor ever was a smoker. But my advertising career began baptism by fire helping our agency pitch the Michigan Department of Community Health. We have done a lot of great anti-smoking creative over the years, so I am an aficionado on the subject. Of course, for years "the truth" campaign has been powerful. I loved crazyworld and how it turns common sense upside down to show just how crazy our government and society is when it comes to big tobacco versus how they regulate other things. So initially, I was going to blog about that campaign. To be honest, I wasn’t as big of fan of the new truth tv spots, which are very focused on the big tobacco executives. But as I delved into the microsite, I learned the TV was the result of an elaborate social experiment, where they had a fake job recruiter interview real candidates. Of course, when they learn part of their job is killing 17% of the world’s population, pleading the 5th and poisoning their customers, they are not so into the job. Brutal truth but also very informative and entertaining. And if you do smoke, try Chantix. It worked for my brother who smoked a pack a day since junior high.
This blog post is #6 in my series, 21 creative social marketing campaigns.
Long before the world wide web, there have been interactive ads. I remember the Big Mac campaign that had me recite “2 all beef patties, special sauce, lettuce cheese, pickle, onions on a sesame seed bun” first to our Magnavox then to my friends. Any ad can be interactive when it truly involves you and pulls you in to experience it. And for social marketing, involving other human beings to participate and get into what you’re talking about can be a powerful thing. This campaign below for the Children and Adolescent Reference Center, is a powerful use of the magazine medium. It asks you to turn out the light, and reveals what happens in the dark. Pretty brilliant using glow in the dark ink to communicate a pedophilia message. If this boogey man freaks you out, imagine how a child would feel. Have you seen any cool ads that are interactive without being on a computer screen?
COPY: Turn off the lights and help Annie overcome her fear of the dark. Pedophilia. You might not see it, but it could be happening. 70% of child abuse cases take place in their own home. This blog post is #4 in my series of 21 creative social marketing examples.
What do Denzel Washington, John Cougar Mellencamp, Queen Latifah and Bill Clinton have in common? They are all alumni of the Boys and Girls Clubs of America (BGCA). All kids wonder what they want to be when they grow up, this advocacy campaign for the BGCA calls kids to BE GREAT in whatever they do. And calls America to help these kids BE GREAT. The American Dream is that you can be whoever you want to be no matter where you come from. This inspiring campaign gives living proof of what is possible for those who dare to dream and believe in themselves. It is a simple concept, masterfully executed, using the power of words and truth.
This blog post is #4 in my series of 21 creative social marketing examples.