“Good advertising does not just circulate information. It penetrates the public mind with desires and belief” – Leo Burnett
Traditionally, advertising is a form of marketing communication used to promote or sell something, usually a business’s product or service. Agreed, advertising is an important tool for organizations to reach their prospective customers. But, as member of the advertising fraternity, we need to ask ourselves – Is that all we are supposed to do? If your answer is ‘yes’, you will be definitely offended by the content of this article, but it will be an eye-opener.
Advertising & Public Opinion
Often, people complaint about advertising as an abhorrent way for corporations to invade our lives. Products and services are being crammed down our throats via television, newspaper, billboards, YouTube, Google and Facebook advertisements. The rise of social media has ensured that public opinions actually become public! Forget poor advertisements, even the good ones become the butt of jokes. Although, one may say negative publicity may not be absolutely negative. But, it is always better to stick to the positive side.
With Great Power Comes Great Responsibility
The prime objective of a well-made advertisement is to grab the attention. However, the story doesn’t end there, it should carve a niche in the heart of your customer. As an advertising agency, it is our responsibility to make people to think and worry about various social and environmental issues (or even simply getting them to be aware of them). Most memorable advertisements are commercial ads, which champion socially or environmentally aware causes. According to “Father of Advertising” David Ogilvy, his contemporary, Howard Gossage, said that “advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes.”
Biba – #ChangeIsBeautiful!
Biba, the renowned ethnic wear brand, launched an extensive campaign addressing social malpractices – dowry and showcase of women!
Ever since time immemorial, women are judged on their ability to be good homemakers. However, today, women are stepping out of their homes and making a name for themselves. The film shows a father’s concern about his daughter safety and welfare. It is a welcome change for the Indian society where women are still not treated equal to men.
The second film of the series addresses the practice of Dowry. It is a digital film on Dowry-a social iniquity which is still prevalent in our society. It draws attention towards the mindset of the older generation, who still believe that dowry is the birth right of every groom on account of merely being a man.
Dainik Bhaskar – Zidd Karo Duniya Badlo
The recent instalment of ‘Zidd Karo Duniya Badlo’ campaign of Dainik Bhaskar, simply drives home the point of fundamental right of education. Even though, the Right to Education came in effect from 1st April 2010, mindset of parents is depriving children of their basic right.
Anouk – Bold is Beautiful
Anouk, a premium clothing brand came out with the campaign featuring a lesbian couple. The series aims at breaking the social stigma and stereotypes of the predominantly homophobic Indian society.
Interestingly, this isn’t the first campaign which talks about LGBT rights. Youth centric watch brand Fastrack hinted at a lesbian couple coming out of the closet.
These campaigns have given new goals to advertising Gurus and Pundits. We, at The Uncommons Design not unlike its name, takes pride in the fact that our team has never shied from addressing social issues. Below are links to our campaigns which addresses social causes: