How Brands Are Embedding Their Campaigns With Causes

How Brands Are Embedding Their Campaigns With Causes
Advertising

Conscious consumers demand conscious advertising, which is why marketers are finding creative ways to incorporate raising awareness for important issues into their campaigns

Catherine Ollinger
  • 14 may 2018

Today’s consumers are wise to the tricks of the advertising trade, and marketers have picked up on their awareness. Now instead of pushing their ideas, services or products in a gimmicky manner, advertisers instead rely upon compelling narratives, brand images and emotional appeal to connect with consumers, imbuing their campaigns with a sense of purpose and consciousness that goes beyond what they’re selling.

In particular, campaigns are forgoing attention-grabbing signage to highlight their alliance with and support of valiant causes, perhaps ones ameliorating problems particular to their industry,  thereby showcasing a purposeful message for passersby to support and engage with in an impactful way. Here’s how three brands are using causes to attract consumers’ attention:

Toyota
In an effort to clean up California’s troublesome air pollution problem, Toyota used advertising billboards to act as giant filters. The car company’s eco-billboard used ‘catalytic converter-style’ technology whereby its titanium-dioxide coated vinyl purified the surrounding air. Oxygen reacted with the light-activated energized surface and removed nitrogen dioxide, and converted it to nitrate. Thirty-seven eco-billboards were placed in locations across California and San Francisco from April 3 to May 28, 2017 with the estimation that the combined 24,960 square feet of ‘pollution scrubbing’ surface was enough to reverse the equivalent of 5,285 vehicles’ worth of nitrogen dioxide in that time. However, the billboards served as part of a promotional campaign for its hydrogen-fuelled Mirai, which is a fuel cell car that emits only water vapor.

22squared
Agency 22squared’s Tampa office created billboards with messages of help and hope that were made from pieces of billboards destroyed by Hurricane Irma, as a way to find a creative use from some of the rubble. 22squared partnered with media vendor Lamar to collect the storm-damaged vinyl and create the billboards, which appear on donated media space in Fort Myers, one of the cities most affected by the hurricane. The campaign directs volunteers to IrmaGivesBack.org, where they can donate money or time via Volunteer Florida. Agency employees volunteered their personal time to hand-craft the billboards and the entire initiative was created in five days.

Calidda
Peruvian natural gas company Calidda is highlighting pollution in the country’s capital, Lima, with an innovative billboard, that uses air pollution particles to display its message. To promote the benefits of natural gas to mitigate the problem, agency McCann Lima created the billboard in one of Lima’s busiest traffic locations. The device in the billboard unit collects CO2 pollution from the atmosphere, stores the CO2 gas, then processes it into a powder which gradually acts as an ink. The board began as a blank canvas but after 15 days of this process, it showed the final message: “It costs me a lot to breathe.” The experiment was recorded and the online film was shared across social media platforms, while the air pollution powder was packaged in the media kit and sent to influencers and the press, along with an invitation to the public to debate Lima’s appalling air pollution.

Advertisers are finding creative ways to raise awareness for important causes like environmental pollution while also aligning their products and services with causes that people care about. For more information on examining new ways that marketers are thinking about maximizing engagement around traditional formats and rethinking what’s possible, see PSFK’s report Leveraging Out Of Home Engagements.

Today’s consumers are wise to the tricks of the advertising trade, and marketers have picked up on their awareness. Now instead of pushing their ideas, services or products in a gimmicky manner, advertisers instead rely upon compelling narratives, brand images and emotional appeal to connect with consumers, imbuing their campaigns with a sense of purpose and consciousness that goes beyond what they’re selling.

+advertising
+Automotive
+brand
+Brand Introduction
+campaign
+chat a researcher
+cities
+environment
+Food
+Grocery
+home
+Latin America
+Product Promotion
+Raise Awareness
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+Social impact
+Sustainability
+Sustainability
+technology
+toyota
+USA
+work

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