What’s the next big social cause? Maybe it’s a small lesson in humility!
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The little things always add up…its really not difficult to say a thankyou each time you get out of a cab at your destination or carry the bus ticket with you to the next dustbin that you find…little things here and there and soon you will see that people around you start doing the same…
So can brands talk about the little things and thus make it big ??
Thanks Gia for posting your thoughts. I totally resonate with your views. However in this rush to effect social change as the fad brandspeak, there is only so much brands can achieve. If the only purpose is to make impact in the shortest possible time and get out then possibly, one-offs and big social issues get picked. I find that odd really as it is most difficult to impact human behaviour w.r.t a social or cultural decay with advertising alone. And that too without consistency. If it doesn’t tie back to the brand purpose it will any way be a colossal waste of value monies and more importantly fall on deaf ears. It depends I guess on how overt or subtle the brand wants to be in effecting this change.
This brings us to again asking Whats our Purpose ? Social advertising can bring about a change if just not stopped at the ATL level but carried through different consumer touch points and involves the consumer and get them engaged. Many social advertising is just seen as an opportunity for agencies to showcase their creativity and send them to award shows. After that everything is forgotten.
Brands and Corporations need to assume responsibility and take ownership of issues and go about convincingly to bring about a sea change in the society and its definitely possible. Brands that can achieve this will definitely score cause they are purposeful not just profit- ful