Social Responsible Advertising: a must or a must not?
Some people, mostly thinks that business is far away from social responsibility to the humanity. Business is business, and social is a totally different discipline from it. Imagine now, why there're so many chaotic situation because of business and the power of capital dominating the humanity?
Just like Michael Moore did in Fahrenheit 9/11, all of the bad things happening in the history of humanity is caused by one thing: business interest with no heart.
See what happens in Africa, Asia, and rest of the world in the circle of 'poor' term. What if the marketing communication being developed with the awareness of combining the two elements: business and social thing?
Social responsibility business could be the only one answer for sure.
Just like what St. Luke's developed for the communication for the chocolate brand Divine in UK.
St. Luke's (www.stlukes.co.uk)-- probably the most inspiring advertising company run by heart that use a unique approach for this.
Background:
Instead of the usual mass-produced chocolate treat on their hotel bedroom pillows, delegates to this week's G8 Africa summit at Gleneagles will find a bar of Divine Chocolate. Behind the small gift lies a heavy symbolism and a masterpiece of PR spin: Divine chocolate, a Fairtrade product, is produced by the Kuapa Kokoo cocoa-growing co-operative in Ghana and thus represents for many a way forward for Africa - self-reliance and trade - that is better than debt cancellation and aid. Day Chocolate, established in 1997 and in which the farmers of Kuapa Kokoo have a one-third stake, is hoping that the ads will help Divine capitalise on the focus on Africa and debt.
What happens:
Most Fairtrade-type advertising is deadly earnest and targeted at hardcore activists. This ad, which gently parodies high-end fashion shoots (the photographer, Freddy Helwig, is better known for his work for Vogue), is trying to broaden the target market to include women normally more interested in designer gear than the origin of their chocolate. The model, by the way, is Beatrice Mabi, a real cocoa farming member of the co-op. Comment: Advertisers who try to nobilise African tribal values risk falling into elephant traps but Divine gets away with it here since African authenticity is essential to the product.
Just like Michael Moore did in Fahrenheit 9/11, all of the bad things happening in the history of humanity is caused by one thing: business interest with no heart.
See what happens in Africa, Asia, and rest of the world in the circle of 'poor' term. What if the marketing communication being developed with the awareness of combining the two elements: business and social thing?
Social responsibility business could be the only one answer for sure.
Just like what St. Luke's developed for the communication for the chocolate brand Divine in UK.
St. Luke's (www.stlukes.co.uk)-- probably the most inspiring advertising company run by heart that use a unique approach for this.
Background:
Instead of the usual mass-produced chocolate treat on their hotel bedroom pillows, delegates to this week's G8 Africa summit at Gleneagles will find a bar of Divine Chocolate. Behind the small gift lies a heavy symbolism and a masterpiece of PR spin: Divine chocolate, a Fairtrade product, is produced by the Kuapa Kokoo cocoa-growing co-operative in Ghana and thus represents for many a way forward for Africa - self-reliance and trade - that is better than debt cancellation and aid. Day Chocolate, established in 1997 and in which the farmers of Kuapa Kokoo have a one-third stake, is hoping that the ads will help Divine capitalise on the focus on Africa and debt.
What happens:
Most Fairtrade-type advertising is deadly earnest and targeted at hardcore activists. This ad, which gently parodies high-end fashion shoots (the photographer, Freddy Helwig, is better known for his work for Vogue), is trying to broaden the target market to include women normally more interested in designer gear than the origin of their chocolate. The model, by the way, is Beatrice Mabi, a real cocoa farming member of the co-op. Comment: Advertisers who try to nobilise African tribal values risk falling into elephant traps but Divine gets away with it here since African authenticity is essential to the product.
posted by Irwan at 6:11 PM
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