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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
CAU SE MARKETING SAVINGTHEWORLD, F An environmental crusader and an advertising executive once seemed poles apart but Australia’s Hamish McLennan, now global boss of Y&R, inviting former American vice president Al Gore to Cannes to ask for the industry’s help spreading awareness of global warming is just one more sign that agencies can - and are willing - to make a difference. Social cause marketing aimed at saving the world is suddenly the hottest ticket in town with some agencies using it to push the boundaries, increase staff morale, up the awards tally and create case studies that can feed back into their corporate clients. CB’s Heather Jacobs talks to the creators of four world-class campaigns that have taken cause marketing to a whole new level. IRST UP, SOME STATIST ICS . Droga5’s ‘Tap Water’ project for UNICEF had New Yorkers gene rat ing year s’ wor th of clean dri nking wate r to the world’s children in most ne ed. Leo Burnett ’s ‘Eart h Hou r’ cut Sydney’s energ y consumption by 10.2%, the e quiva lent o f t aking 48,00 0 cars of f the roa d f or o ne hour. On No vembe r 17, 2006, about 14,000 music fans attended a concert in Sydney for the Australian offshoot of Make Poverty History, a concert The Conscience Organis- ation helped make possible. Then, on 7/07/07 two billion people glob- ally made a stand o n the c limate crisis by supporting a series of Live Earth concerts around th e world. Young & Rubicam New York creat- ed the advert ising campaign p ro- moting the event, entitled ‘SOS’. The fact that advertising agencies either init iated these id eas or go t behind them is sending a posit ive message to the i ndustry about t he influence you can wield with c ause ma rk eting elevat ed above and be yon d t he on e off ad. It also makes good business sense. “You are seeing the e arly s tages, in my opinion, of the biggest busi - ness movement in the history of the world, already there has be en some rather startling de velopments with companies in the past who were not ass oc iated wit h a r espon sible approach to sustainability,” said Al Gore i n Cannes this y ear, sayin g many CEO’s are hearing from their employees, their executive te ams, their own families, their sharehold- ers, corporate partners , s uppliers and from peopl e i n comm unities where they operate that they would like to work with companies th at are part of the effort to sol ve this crisis. “It is a push-and-pull s cena rio, those companies that are authent i- cally and genuinely part of the solu- tion do enhance their brand value, those who are seen as being part of the problem or standing in the way of the solution are probably g oing to risk a g rea t da ma ge to th eir brand value,” says Gore. Gore says we ar e l iving in a t ime when advertising is playing a much lar ger r ole tha n it ev er h as a nd those working in the industry need to find ways to use the ir cr eative skills to spread the word. “Lend us you r most cr eative designers and advertising ge niuses and give us their time to help devise the most powerful and compellin g messages we can possibly create in 32 CAM PA I GN B RIE F McLennan: “The issue has greater currency in our industry than ever before. I think so many companies - both on the client side and the agency side - have come to realise the immense impact they can have on social issues” order to deliver this message….the solution must be glob al in nature. There is an African saying that if you want to go quickly go alone, if you want to go far, go together, in order to solve this crisis we have to go together and quickly. In order to deliver the message to enough peo- ple in powerful ways that engender a response that causes in dividuals that want to be part of the solution, again, we need your help.” McLe nnan says since Gore’s address to the industry at Ca nnes he’s been getting calls from industry people all over the world, who are trying to get their bearings on the issue , who are loo king fo r so me guidanc e about firs t steps . And then there are agencies like Saatchi and Saatchi, who already have a green practice up and running. He says: “So I think there’s real momentum. The issue has greater currency in our industry than ever before. I think so many companies - both on the clie nt side and the agency side - have come to realise the immense impact they can have on social issues. Look at CEOs like Ri char d Brans on and Ruper t Murdoch, who have taken corpo- rate social r esponsibility to a new level of corporate social activism. I think it’s a quite extraordinary phe- nomenon. The agency world has a SE PT E MBE R/OCTOB E R 2 007
November December 2007
July August 2007