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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
ONEADAT A TIME Burcham: “let’s face it, we all have pretty amazing situations in our job, the stuff we get to do, possibly everyone reading this article has a pretty great life in terms of the industry they work with is quite exciting, the people they deal with are quite exciting, so why not transfer some of that over to the left or the right” Royer: “We as agency people are too often embarrassed about what we do. Marketing social causes allows us to really use our creative strengths for a cause much worthier than pushing a product people don’t necessarily need. We often forget the impact our creativity can have.” Collis: “They are calling it green washing and it is on the agenda, what we are hoping is it isn’t just a fad. The cynical part of me is thinking that people are just doing this to sell more stuff and I just hope that’s not what it ends up being.” long histor y of raisin g awar eness about social issues through market- ing, but today it’s ramped up even more by global isation, technology and social networking.” Ack nowl edging t hat t her e’s a seemingly endless selection of caus- es an agency can turn its attention to, M cLen nan chos e cl imat e chan ge becau se of the er rat ic weather patterns he’d witnessed back home in Australia. “We’ve got severe droughts, c hanged rainfal l, water supply problems. I imagine something better for my children,” he says. The agency got involved in SOS in particular via Kevin Wall, the SEPT EMBE R/OCTOB E R 2 007 founder of Live Earth, the world- wide executive producer of Live 8, an event that brought together one of the largest audiences in history to combat poverty. Wall formed a par tner ship wi th G or e an d t he Alliance for Climate Protection to ensure tha t Liv e Earth inspi re s behavi or al chang es long aft er 7/7/07. Wall approached the agency to come up with branding t hat would telegraph the urgency of the clima te crisis and along the way introduced McLennan to Gore. The campaign is based on the international distress symbol, SOS, and is designed to prompt individu- als and corporations to take action. Droga 5’s David Droga (holding the Proclamation) was the centre of attention at the launch of UNICEF’s Tap Project earlier this year. Seen here with UNICEF officials on the left and actress and UNICEF Ambassador Sarah Jessica Parker, and executives from Esquire magazine Directed by Frank Budgen, the spot repeats th e SOS d ist ress s ignal, using people fr om ar ound the globe, and builds in intensity adding instr uments and voic es singing S-O-S. The haunting song ends with a voiceover sta ting, “It’s time to save ourselves. A movement for a climate in crisis”. McLennan th inks a ll a gencies have a re sponsibility to give some- thing bac k to the c ommunity, s ay- ing it’s been par t of Young & Rubicam’s DNA, dating back to its founder, and it sits well with his belief t hat if yo u d o go od th ings, then go od th ings w ill ha ppen to you. While social cause market ing won’t make an a gency r ich, there are myriad rewards. “Staff morale is a huge considera- tion. Doing this really helps people feel good a bout where they work. Good va lues attra ct better t alent. Richness isn’t only monetary - good ethics, g ood works a re t heir own reward. And i t does have a major effect on how people view us. That’s important,” he says. McLennan stops short of saying it helps you win business, saying this is a p retty c ynical v iewpoint: “ I wouldn’t go that far. But no doubt we’re seen as being more relevant,” he says. However, Y&R’s work on the CA MPAIG N B R I E F ? 33
November December 2007
July August 2007