This document discusses several social movement campaigns by major brands that addressed issues like racial equality, environmentalism, gender equality, LGBTQ+ equality, and feminism. It summarizes key details about campaigns by P&G addressing racial bias, Apple promoting environmentalism, Audi advocating for gender pay equality, Starbucks supporting transgender people, and Yoplait empowering mothers. The document examines how these brands used their marketing to further social causes and position themselves as committed to issues like fighting racism, climate change, and women's rights.

1. How Social
Movements Affect
the Brand Story
Campaign stories influenced by time

2. What is a social movement?
"A social movement that only moves people is merely a revolt. A
movement that changes both people and institutions is a
revolution." - Martin Luther King Jr.

3. loosely organized but sustained campaign in support of a
social goal, typically either the implementation or the
prevention of a change in society’s structure or values.
Although social movements differ in size, they are all
essentially collective. That is, they result from the more
or less spontaneous coming together of people whose
relationships are not defined by rules and procedures
but who merely share a common outlook on society.
Social
Movement

4. Proctor & Gamble's
The Talk

5. Made in 2017
agency: BBDO New York and Egami
Consulting Group
a two minute video ad to address racial
inequality
created as a part of P&G's My Black is
Beautiful initiative
spotlights different conversations between
black parents and their children on racial bias
ad created to promote conversations about
bias, aiming to “lead to greater
understanding, common ground and positive
change.”
Racial EqualityP&G's authenticity contributes to their commitment to the
issue of fighting for racial equality
https://www.youtube.com/watch?v=ovY6yjTe1LE

9. Apple's
Earth-- Shot on
iPhone

10. Made in 2017
agency: TBWAMedia Arts Lab
a reminder that Earth is our only home and
we have to take care of it
released in the wake of President Trump's
decision to pull the US out of the Paris
Climate Accord.
showcases stunning videos of the world shot
by everyday people
narration by Carl Sagan taken from his 1994
book Pale Blue Dot: A Vision of the Human
Future in Space. Main Message:
"...underscores our responsibility to deal more kindly
with one another, and to preserve and cherish the only
home we’ve ever known.”
Environmentalism
This campaign was a plea that reflected Apple's
commitment to fight climte change.
https://www.youtube.com/watch?v=BojVVZod8qo

14. Audi's Daughter

15. Made in 2017
agency: Venables Bell & Partners
presents the issues of gender inequality with
pay between men and women
toggles between one gender being worth
more or less than the other
calling for progress from a brand that drives
on progress
ad was controversial for a brand that is
known for not having a huge roster of women
employees.
ad was their pledge to make a change
Gender Equality
This campaign advocates for gender equality, with Audi
commiting to #DriveProgress. They declare progress isn't
only for them but for everyone.
https://www.youtube.com/watch?v=1iksaFG6wqM

20. Starbucks
Every Name's Story
#What's Your Name

21. Made in 2020
agency: Iris (UK)
presents stories from people transitioning
and the struggles they encounter with trying
to be recognized for who they are
emphasis on Starbucks welcoming everyone
and the feeling of being heard
use of the Starbucks cup and the
signature hand written name
representing people who have not been
represented in media archetypes
serves as a conversation starter the industry
needed
Transgender/LGBT
Equality
Starbucks markets themselves as a safe havem fpr transgender
people and establising where it stands on inclusivity.
https://www.youtube.com/watch?v=DlmHnFQVwig&feature=emb_logo
https://www.youtube.com/watch?v=CVR3V-h1MR4
https://www.youtube.com/watch?v=pruD-rhm74Y

25. Yoplait's
Mom On

26. Made in 2017
agency: 72andSunny
features montages of diverse moms narrating
their feelings that elict judgement
women are unapologetic which is a nod to
moms making the best choices for
themselves and their families
tackles addressing a tough issue with humar
and authenticity
connected with the company's brand values
Feminism
Yoplait shares a bold message that is meant to make people
aware of how much moms are judged. Yoplait surrounds moms
with support by telling them to Mom On!
https://www.youtube.com/watch?v=_GUgKcdmb4k&feature=emb_logo
https://www.youtube.com/watch?v=1SHTCzNgu8Q&feature=emb_logo