Be good at doing good.
Consumers and marketers have redefined their values, bringing social good and meaningful causes to the forefront.
In the final part of McCann Worldgroup’s trends and inspirations for 2012 come two that are intertwined with encouraging social good, and according to McCann’s report, doing good has never been this cool.
Trend 11: Social good evangelist: In a world laced with chaos and disaster comes redefined values and a heightened desire to make the world a better place. Consumers are more dedicated than ever to the causes they believe in, and this runs through into brand communications. “There are so many causes that compete for our support, so in order to convert people’s awareness and engagement into real tangible action (like donations), we need to strike an emotional chord to tap into their self-interest. Interactive media like the Web enable us to create an immersive experience that deepens the public’s empathy towards a cause. That’s exactly what we did with “Blank,” our Web campaign for the Canadian Alzheimer Society. Visitors of the targeted sites would experience short-term memory loss as they scrolled down the page. They were moved because they instantly understood the importance of the cause. They suddenly knew what it was like to lose their memory because they had just lived it,” says Etienne Merineau, Copywriter.
Trend 12: Changing the world one purchase at a time: They say pebbles of good intention cause ripples of goodness, and more than ever, brands are doing their part to take small steps towards a greater good. Each year, the Air Canada Foundation raises money and collects donated Aeroplan Miles that consumers are awarded with flight purchases. These donations are then distributed amongst a variety of different non-profit organizations and charities that tend to the needs of both sick and disadvantaged children. To help leverage the initiative, Marketel conceptualized and developed an ad campaign to bring attention to the foundation, which raises funds to help improve these children’s lives. “Its rewarding to play a role in promoting such a great cause that’s accessible to everyone and has such a huge impact on these kids’ lives,” says Suzanne Lecours, Project Manager.
Whether it’s a little or a lot, doing good feels good and creates good. To read about McCann Worldgroup’s full list of trends and inspirations that are steering brand communications this year, check out these previous stories: part 1, part 2, part 3, part 4, part 5.
In the final part of McCann Worldgroup’s trends and inspirations for 2012 come two that are intertwined with encouraging social good, and according to McCann’s report, doing good has never been this cool.
Trend 11: Social good evangelist: In a world laced with chaos and disaster comes redefined values and a heightened desire to make the world a better place. Consumers are more dedicated than ever to the causes they believe in, and this runs through into brand communications. “There are so many causes that compete for our support, so in order to convert people’s awareness and engagement into real tangible action (like donations), we need to strike an emotional chord to tap into their self-interest. Interactive media like the Web enable us to create an immersive experience that deepens the public’s empathy towards a cause. That’s exactly what we did with “Blank,” our Web campaign for the Canadian Alzheimer Society. Visitors of the targeted sites would experience short-term memory loss as they scrolled down the page. They were moved because they instantly understood the importance of the cause. They suddenly knew what it was like to lose their memory because they had just lived it,” says Etienne Merineau, Copywriter.
Trend 12: Changing the world one purchase at a time: They say pebbles of good intention cause ripples of goodness, and more than ever, brands are doing their part to take small steps towards a greater good. Each year, the Air Canada Foundation raises money and collects donated Aeroplan Miles that consumers are awarded with flight purchases. These donations are then distributed amongst a variety of different non-profit organizations and charities that tend to the needs of both sick and disadvantaged children. To help leverage the initiative, Marketel conceptualized and developed an ad campaign to bring attention to the foundation, which raises funds to help improve these children’s lives. “Its rewarding to play a role in promoting such a great cause that’s accessible to everyone and has such a huge impact on these kids’ lives,” says Suzanne Lecours, Project Manager.
Whether it’s a little or a lot, doing good feels good and creates good. To read about McCann Worldgroup’s full list of trends and inspirations that are steering brand communications this year, check out these previous stories: part 1, part 2, part 3, part 4, part 5.
