It’s possibly an exaggeration to say that any marketing campaign could change the whole world. But that’s not to say that marketers only sell things, the campaigns they make can make a huge difference in perceptions across society (as well as sell things)!
This month has shown a strong example as Cadbury’s join forces with Age UK to help fight loneliness in elderly people across the country. To help understand what that kind of extreme loneliness feels like, TV presenter Sue Perkins spent 30 hours in total isolation, then having explored the impact of loneliness, Cadbury’s packaging of the Dairy Milk bar stated it’s donating 30p from every pack sold to Age UK. Awareness of the Cadbury’s adverts increased by 11% in the over 65’s.
This isn’t the first marketing campaign trying to make a difference. An amazing campaign in 2012 was Channel 4’s ‘Meet the superhumans’, set out to redefine what it is to be an athlete and what strength really is. Featuring footage of a variety of athletes with disabilities carrying out sports able bodied people might find challenging and an epic soundtrack, this campaign demonstrated these 2012 athletes as role models and celebrities in their own right, and catapulted the Paralympics forward as a top event to watch, equal to the Olympics themselves.
Another groundbreaker – not least because it was a strong female statement to make at an overly masculine event; the Superbowl. Feminine hygiene company Always‘ advertising spot was where they tried to redefine what it means to do something ‘like a girl’, but showing that before society gets to them, ‘like a girl’ to young girls means ‘do it as fast/hard/well as you can’. #LikeAGirl is a hashtag that still stands today and continues to make a strong and relevant statement.
The fact is marketing campaigns don’t need to be that extreme in that they change the way a whole stadium thinks about something. But a campaign that generates a smile, a laugh or even a ‘huh, I hadn’t thought about it like that’, is time well spent and money well invested. It’s campaigns like this that will make a business not just stand out but also build credibility and trust.