Creative advertising with a conscience, that’s Goodvertising in a nutshell. Consumers are becoming more ethically minded; increasingly attracted to brands that demonstrate they want to have a positive impact on the world, beyond just selling stuff.
People are also taking more of an interest in what goes into the products they buy. Are the ingredients ethically sourced? Do the workers who produce them get paid a decent wage? These are the questions being asked, and people want the truth.
It used to be that an ad agency’s job was to tell the world their client’s brand was good. Now it’s also about showing that the brand is doing good too. Here are five campaigns I have found that show just that.
Innocent – The Big Knit
Whenever I see Innocent products or their advertising, I instantly associate them with goodness. Not just because of the healthiness of their products but also due to their overall approach as a brand. In 2003 Innocent launched their campaign ‘The Big Knit’ which was a great success and in November Innocent celebrated the 10th anniversary of the launch. The campaign is in aid of the charity Age UK. Innocent encourage customers to knit a small hat to fit over their smoothie bottles. For every bottle sold, Innocent donate 25p to Age UK. This is such a simple yet effective example of Goodvertising, not only is it fun and engages with their customers, but also involves those who actually benefit from the Age UK charity, as 80% of the hats knitted were by the elderly. Since 2003 the campaign has raised over £1 million and continues to flourish each year.
Chipotle – The Scarecrow
US Mexican food chain, Chipotle prides itself on producing honest, healthy, natural food. As part of their advertising they created a video and game entitled ‘Join the scarecrow on his quest for better food’ which highlights current environmental issues in the world. It’s an interesting watch so check it out on this link
The video focuses on the importance of brands producing natural products for consumers, bringing real food back to the people: just as Chipotle do. Not only has Chipotle successfully created a fast food chain that only produces healthy products, but it has also contributed over $2 million to The Cultivate Foundation, which helps fund initiatives that support family farming and culinary education.
McDonalds – Nature Trays
McDonalds Australia created eye catching tray inserts that highlight environmental issues occurring in the world. The slogan for this campaign is ‘Please don’t let your food end up as rubbish’. This type of advertising puts the outcome in the consumers’ hands, demonstrating how rubbish can ruin the environment and empowering them to stop it. Not only is this approach something different, but it also creates a strong image for the consumer of how their own rubbish can damage the environment. This was a really successful campaign in Australia. Not only did it address the issue of rubbish, but complaints from residents living near McDonald’s outlets relating to rubbish issues dropped by 25%.
Unicef – The Tap Project
The Unicef Tap Project has made a huge impact on the lives of millions of children around the world by asking restaurant patrons to do one simple thing: pay $1 for a glass of tap water. The idea was introduced in 2007 in a restaurant in New York and has now spread across all 50 states. Thousands of restaurants take part every year and together the project has raised just under $4 million for Unicef in 7 years. It’s such a simple idea that has made a massive difference and helped save the lives of many who are without water. Brands such as Armani & eBay have also become involved by creating campaigns based around the project. This simple idea is a great
example of Goodvertising and enables consumers to feel that they really doing good and making a difference to the lives of those less fortunate.
Levi’s – A care tag for our planet
Levi’s acted upon possible environmental issues associated with their products in the form of ‘A care tag for our planet’ tag that is now found inside their jeans. The tag encourages customers purchasing the product to donate their clothes to the Goodwill charity once they are no longer wanted. The clothes would then be sold in the Goodwill stores to help fund job training programmes for people with disabilities. Not only does the tag encourage those who buy the product to help people, but it also provides tips on how to wash the jeans in an environmentally friendly way. A simple message in the form of a tag like this is a clever way to demonstrate that Levi’s are actively doing some good and allows consumers to feel that they are contributing to a worthy cause.
What does the future hold?
Even though all of the brands highlighted above are completely different, their campaigns are all great examples of exactly what Goodvertising is about. This type of advertising provides consumers with much more than just an advert: it demonstrates the ethical credentials of the brand. And with brands constantly competing, those that communicate they have a positive social conscience as well as a great product, could be giving themselves a winning competitive edge.