It’s becoming widespread news in the advertising industry that my current employer, Draftfcb, is closing the Melbourne office. It’s been a shock to all involved and a very sad week here, but yesterday we had something to celebrate. After much time and hard work, we saw the launch of our last TVC campaign for National Stroke Foundation.
Two not-for-profit campaigns have caught my attention this week and I wanted to take a minute to highlight what makes them so great.
Why your message isn’t getting passed on…
In the early 00’s there hit a point where organisations stopped wondering whether or not they needed a web site, it became a necessity. Now in 2011 this turn is starting to creep in for social media. Instead of asking “do we really need social media” the question is becoming “what should we use and how do we tell people about it?”
This week Australia has been rocked by one of the most devastating floods in decades. Many people of this generation won’t remember anything like it (myself included). A number of us have friends or family in affected areas and are heartbroken by the stories that we read. Not unlike the Black Saturday bush fires that hit Victoria in 2009.
Australians always pull together when disaster strikes and donations collect very quickly. At the time of writing this, the Queensland’s Premier Flood Relief Fund stands at over $35million and counting.
If you had asked me a few years ago what charities ‘sell’ when it comes to marketing and fundraising, I probably would have said something along the line of an emotional connection. In fact, I’m pretty sure I said something along those lines for my interview when going for my first not for profit gig. If you ask me now, I’m going to say something very different. Not to discount the emotional connection or ‘feel good’ factor, as I still believe that is true to an extent, however my answer now would probably be closer to ‘bragging rights’.