Practically since the dawn of time, the
best advertising agencies have been
more

than

happy

to

do

advertising for nex...
It’s a mutually benevolent
arrangement.

The

charity

gets memorable, visible work,
raising money and profile.
And

the

...
Also, from an agency’s point of view,

great charity advertising is a cinch,
isn’t it? Think of all the heartstrings you
c...
Sadly, it doesn’t often work. In a world of
daily

horrors

on

24-hour

multimedia

news, charities can rarely rely on sh...
CHARITY ADVERTISING HAS TO BE DIFFERENT

I start by looking at what everyone else is
doing in that field of charity advert...
I try to think beyond the medium I’ve
been asked to work in: if it’s a press ad,
how do I make that message seem so
import...
Above all, think outside the box.
Create a national event, for example.
Red Nose Day and the BBC’s Children
in
need
are
na...
I think of charity advertising as an
opportunity to do some good but also as
an intellectual challenge in using words
to e...
www.beacopywriter.org
Thinking outside the box
Upcoming SlideShare
Loading in …5
×

Thinking outside the box

270 views

Published on

Charity advertising should be easy. Tug those heart strings, bung in a very sad picture and Bob's your uncle. Simon Carbery begs to differ...

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
270
On SlideShare
0
From Embeds
0
Number of Embeds
34
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Thinking outside the box

  1. 1. Practically since the dawn of time, the best advertising agencies have been more than happy to do advertising for next to nothing. www.copywritercollective.com Page 2 charity
  2. 2. It’s a mutually benevolent arrangement. The charity gets memorable, visible work, raising money and profile. And the agency gets memorable, visible work for its shop-window. And a warm, philanthropic glow. www.copywritercollective.com Page 3
  3. 3. Also, from an agency’s point of view, great charity advertising is a cinch, isn’t it? Think of all the heartstrings you can pull – you’re pushing at an open door, right? Wrong. Great charity advertising is very hard to do well. What’s easy is showing victims of poverty/abuse/neglect/war/sickness, and hope that pity alone will move large numbers of people to give money. www.copywritercollective.com Page 4
  4. 4. Sadly, it doesn’t often work. In a world of daily horrors on 24-hour multimedia news, charities can rarely rely on shock tactics any longer. Mostly, we’re unshockable. (I also blame Scandinavian crime dramas for this tendency.) And – let’s face it – we’re all poorer than we were. In the grips of a nasty global recession, looking after Number One is, well, number one. I don’t have any answers for society’s charityennui. But there are some tactics I try to consider when I’m asked to conceive and write charity campaigns. www.copywritercollective.com Page 5
  5. 5. CHARITY ADVERTISING HAS TO BE DIFFERENT I start by looking at what everyone else is doing in that field of charity advertising and try something wildly different – an unexpected ‘look’; an unexpected approach to the subject. If all the other advertising in the sector features black and white photography, be colorful. If all the other advertising is full of misery, be very positive. If all the other advertising is text-heavy, use one word instead. Not a scientific template but you get my drift. Page 6 www.copywritercollective.com
  6. 6. I try to think beyond the medium I’ve been asked to work in: if it’s a press ad, how do I make that message seem so important that it generates discussion, protest, outrage? I’ve always felt that private fund-raising is a mug’s game compared to galvanising government money. No amount of people waving plastic boxes will generate the sort of funds governments have for your cause. So use your message to embarrass politicians into doing something. (A good deed in itself.) Or find a way to lobby Bill Gates. www.copywritercollective.com Page 7
  7. 7. Above all, think outside the box. Create a national event, for example. Red Nose Day and the BBC’s Children in need are nationally famous, prodigious fund-raisers in the UK. And of course, the big daddy of them all, Bob Geldof’s Live Aid, did more for poverty in Africa than almost anything ever. We can’t all raise the resources for such mega-events. But a great idea like Movember (growing a moustache for prostate cancer every November) is very achievable. www.copywritercollective.com Page 8
  8. 8. I think of charity advertising as an opportunity to do some good but also as an intellectual challenge in using words to effect change that no ad for frozen peas ever can. It’s a terrifying responsibility but, by thinking outside the box, anything is possible. Please let us know what you think of this topic by leaving a short (or long!) comment below. And sign up now for our regular newsletter at the bottom of the page. www.copywritercollective.com Page 9
  9. 9. www.beacopywriter.org

×