at the intersection of brands, media and culture

Doing good: two social works brands get it right

In Brands, communications, marketing, strategy on November 20, 2008 at 8:56 am


Taken during an ethics project in Africa
Originally uploaded by distillerymedia

It has always been a struggle for brands in the social good space to market well. Firstly, most of the folks running them aren’t marketers, they tend to be well meaning people who are dedicated to their causes and and businesses. Secondly, compelling the populous to care is harder than is probably should be.

To folks engaged in the space it seems logical that we should all care deeply and want to help in anyway that we can…unfortunately it isn’t that different than the folks at Colgate who believe that we spend most of our time thinking about our dental hygiene. Neither one is true. We tend to be selfish consumers and our thoughts are filled with a whole host of things, relationships, causes, products and needs all competing for our relatively short attention span.

That is perhaps why it is so refreshing to see two brands doing it well. The first I picked up from adfreak which is the new campaign launched by TAXI and OLPC. Honest, engaging and emotional the spot both captures the ethos of OLPC and tugs at consumers heartstrings while driving them to action.

The second is a new campaign from The Salvation Army which downplays its religious mandate while playing up the benefits that Salvation Army provides for the communities that it serves. It also nicely brings in the bell which serves to intertwine the campaign with the bell on the street. (unfortunately I can’t find this campaign on YouTube but you can see it on your tv).

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