Archive - Jul 2010
July 15th
Social cause crusader
The Austrian student Philippe Andrianakis decided to set an example against HIV by walking 757km on foot through Austria. The international phone company T-Mobile supports him by selling red ribbons and asking the population to donate. 100% of the gains will be going to the relief organisation AIDS LIFE.
Why it matters
Rather than being figure headed by a celebrity this campaign relies on an unknown student. Does this show that perhaps as a result of the reality craze the power of an individual consumer is now just as strong a motivator to donate as a famous name?
Anorexic art
ANAD is a pro bono organisation that educates the public about anorexia. To demonstrate the unhealthy ideals presented by the fashion and beauty industry they repainted world famous masterpieces as though the subjects were suffering from anorexia.
Why it matters
By utilising public spaces especially ones where you expect to see art and beauty can social causes get their messages reappraised by consumers?
Social "change" fee
Choose Change ATMs are a soon-to-launch NYC initiative that provides consumers a convenient way to give back to their favorite charitable cause. When using any of these ATMS, $1 of the $2 fee goes to your charity of choice. Retailers featuring these ATMS also benefit from branding themselves as socially responsible.
Why it matters
This market entrant gives consumers an option that stands for something different. Tapping into the ATM convenience factor, what’s a little higher fee to go to a good cause when consumers are already in a money-drawing frame of mind? How can brands deliver other experiences that make donating to a cause quick, easy and most-importantly different from what others are doing in a particular category?
