I took a few courses at Seneca @ York University in Creative Advertising before pursuing a degree in Communications, and my favourite project while I was there was to create an ad for Social Responsibility. Without a pre-existing ad, my group designed copy and creative for Miller Genuine Draft. The 6 teams in my class would be able to present their pitches to my professor, and the winning team would be able to present the pitch to the actual company (with a possibility of being chosen). My team won — but it wasn’t the most rewarding part of the project: cause advertising that encourages social responsibility was. The concept was to encourage taking public transit after having a few drinks and the hope was to appeal to the emotions of people who have lost loved ones to drinking and driving.
In every industry, no matter the product or service, we have a part to play in raising awareness for social responsibility.
Here are a few of my favourite campaigns for social responsibility:
1. Coca-cola – Arctic Home
Raising awareness of climate change and how it’s affecting our Polar Bears.
2. Telus – Habitat for Humanity
Encouraging ‘community’ and helping each other build a better world.
3. Dove – Real Beauty
The vast differences between the way we see ourselves and the way others see us.
4. Red Cross – When You Give, We Give
Helping families rebuild their homes and lives after they have been struck with disaster.
5. Levi’s – Go Forth
A Campaign that encourages every individual to be the change they wish to see in the world.
For an ad campaign to be considered socially responsible, the advertising used in the campaign must meet an ethical standard. Corporate social responsibility marketing has been a focus of several major ad campaigns, but if the ads used in the campaign are seen as deceptive by the public, the company is unlikely to be considered socially responsible regardless of the theme of the advertisements.
What are some of your favourite social responsibility campaigns?