In its non commercial mean, advertising is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest. It is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard Gossage by David Ogilvy.
Nowadays, social responsibility, and social advertising as a widespread communication resource, are not just a new trend, but also a source of competitive advantage. It has started to be considered as one of the eco-friendly and socially responsible practices of many corporations, institutional organizations and global NGO’s.
Although the companies no doubt desired sales and market share increases, their social campaigns are conceived like global efforts to serve as a starting point for societal change that more and more people are claiming around the world. Those involved (talented employees, creative minds, artists, critic consumers and some institutional investors) want to drive actual social change, and feel a certain pride that comes with being a social care-taker.
Over the years, the public perception of advertising has become very negative because of the unrealistic standards and false images that mainstream medias set into the society, due to its focus on creating profits rather than social justice.
Currently, in front of the global challenges where businesses need to manage their environmental and social impact inside of a higher moral standard today than even before, social advertising arises as a place where marketing and activism can work together. Social advertising has the power to make people think and take action towards a common cause.
Brands as Dove, United Colors of Benetton*, Marks & Spencer, HSBC, among others around the world have already done advertising campaigns involving social causes, and many of them have experienced a great acceptance and an important growth in profits the most of the times.
Time will tell if marketing and advertising can evoke and support social change in an effective way. But, it´s really worth it to try it.
* Oliviero Toscani, the creative mind behind most of the social campaigns for United Colors of Benetton, -1982 to 2000- is one of the most famous artists and photographer involved in Social Advertising campaigns around the world.
LIST OF REFERENCES
Articles
"Social Responsibility Advertising Trend Riding on the Wings of Dove"
By Mary Charleson. Bussines in Vancouver, Issue 866. May 30 - June 5, 2006.
http://www.charleson.ca/pdfs/BIV_June2006.pdf
"Social Responsibility - How Millennials are Driving a New Trend"
by KyNam Doan. December 24, 2008.
http://kynamdoan.com/2008/12/millennials-drive-new-trend-in-personal-values/
"Trends in Corporate Responsibility"
by David Grayson. February 2007.
http://www.davidgrayson.net/CSRTrends
"Top 3 Sustainability Trends for 2009"
By Saabira Chaudhuri. December 5, 2008.
http://www.fastcompany.com/articles/2008/12/top-sustainability-trends.html
"The Change We Need: New Ways of Thinking About Social Issues"
by R. Craig Lefebvre. 28 January 2009.
http://socialmarketing.blogs.com/r_craiig_lefebvres_social/
"Advertising - Public Service Advertising"
Encyclopedia definition in Global Oneness website.
http://www.experiencefestival.com/a/Advertising_-_Public_service_advertising/id/605471
"Advertising - Social Impact"
Encyclopedia definition in Global Oneness website.
http://www.experiencefestival.com/a/Advertising_-_Social_impact/id/4770677
Related Links
Osocio
Social advertising and non-profit campaigns website.
http://osocio.org/
Social Advertising Journal
Media observer of social advertising movement website
http://www.social-advertising.info/
Social Advertising
Trends Updates website
http://trendsupdates.com/tag/social-advertising/
Collective Lens
Photography for Social Change website
http://www.collectivelens.com/
FiftyCrows.
Social Change Photography website
http://www.fiftycrows.org/index.php
"Social Responsibility" Advertising Campaign
LCBO Stores. Ontario
http://www.lcbo.com/socialresponsibility/advertising.shtml
Image Gallery - Institutional Campaigns
United Colors of Benetton Official Website / Press Area
http://production.investis.com/ben_en/image_gallery/campaigns/?branch_id=1109
United Colors of Benetton Official Website
http://www.benettongroup.com/en/home.htm
Colors Magazine
Official Website
http://www.colorsmagazine.com/victims/
"Estetique et Handicap"
Photo Exhibition website
http://www.esthetique-et-handicap.com/
Videos and Images
Dove Self-steem Advertising Campaign Video:
