Its the idea that advertising, in and of itself, can be a socially positive event. It starts with the premise that advertising persuades. And, therefore, that it can be used to persuade society and the people credit history free Eugene therein, to do healthy, peaceful, sustainable, humane and credit history free Eugene decent things.
It believes that advertising which promotes positive attitudes and behaviors creates a net-positive community dividend. Just as surely as locating a plant in the inner city, or reducing packaging, or creating a family-friendly workplace or providing a living wage. It moves advertising from credit history free Eugene something which can help a common good enterprise achieve its mission, to something which is part of the mission. The difficult part is defining and deciding what is really a meaningful message, and by whose standard. And, having done that, connecting that message to the brand, since the advertising must still deliver some sort of return on the advertisers investment. It can be done, and a few enlightened advertisers are already doing it. For example: credit history free Eugene
- A progressive long distance company uses its advertising credit history free Eugene as a bully pulpit for influencing key legislation.
A clothing company uses its ads as a forum for disenfranchised youth to tell adults credit history free Eugene how theyd like to change the world. A healthcare system sponsors radio ads which quietly suggest personal actions we can all take credit history free Eugene to reduce violence, isolation and anger in our community. A condom company depicts men and women as erotic partners, going against the macho-male-as-conqueror norm. free company report A state health agency runs ads in inner city media, making heroes of everyday peacemakers. A toy store offers to buy back toy weapons from children.
It combines the best of the other dimensions credit history free Eugene and takes the advertiser to a new level. Reaching for the Higher Ground To advertise on higher ground is really quite simple. You have to believe that if advertising can make people buy junk they dont need, it credit history free Eugene can also make them buy ideas we all need. You have to believe that advertising credit history free Eugene has as much potential for good or credit history free Eugene bad as any other activity your organization undertakes.
And, therefore, that you have a responsibility to wield it for the good. You have credit history free Eugene to believe that there is an inherently good idea at the core of your enterprise which is somehow parallel to an inherently good credit history free Eugene idea at the core of our communities and world. credit report annual You have to believe that connecting the two will ultimately be good for credit history free Eugene you organization. And you have to believe that if you dont advertise on higher ground, credit history free Eugene your competitors surely wont either. Once youve changed your mind, consider these tips on how to proceed. Make sure the rest of your organization is operating on higher ground, too. Nothing kills a bad product faster than good credit history free Eugene advertising. While Higher Ground Advertising isnt necessarily about your mission and values, it cant be done without understanding them.
Use it as an opportunity to reexamine and rearticluate what you credit history free Eugene stand for.
It is there that the connection to a positive attitude or behavior - the basis for Higher Ground Advertising - will be found. If that truth is hard to come by, advertising is the least of your problems. Fund a portion of what you spend from your community dividend budget. This credit history free Eugene will fundamentally change your organizations perspective on the credit history free Eugene role and expected return of the campaign. Measure results so you can prove it works and thus maintain your funding. Remember, part of what makes advertising a toxic event is credit history free Eugene its constant intrusion upon involuntary recipients. Your credit history free Eugene Higher Ground strategy will need to be invented credit history free Eugene from the ground up. The magic of credit history free Eugene advertising is different for every product and is credit history free Eugene created from whole cloth every time. 3 credit report free Finally, it is exceedingly important to understand what Higher credit history free Eugene Ground Advertising is not. It is not about overtly saying you are a socially responsible organization. That might come through loud and clear credit history free Eugene as a result of your message, but credit history free Eugene its not the message itself. The English language doesnt work without the use of gender pronouns, and every photo reveals a bit of the ethnic history of the subject. It credit history free Eugene is not about gaining an immediate return on investment.
In fact, the types of ideas credit history free Eugene and issues which find their way into Higher credit history free Eugene Ground Advertising campaigns are the stuff of which some of the most interesting, creative and provocative advertising on the planet can be made.
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