June 30, 2013
It’s obvious that World Vision does amazing work. And it’s an incredibly important cause. In fact, my wife and I have been donating to World Vision for the past 15 year. But these ads are very disturbing to me. I’m not sure the tone of these ads convey what I’m supporting. Yes, they are arresting and will capture attention, but it feels like the attempt at shock value humor could turn consumers away rather than connect with the cause.
Like any charity the goal should to raise more money to support the cause and related work. These ads are likely trying to raise more money from those who already support the cause. While the ad community will love the creativity of the ads, I’m worried the tone is wrong and will cause even less donations. Not more.
Creatively, do you make people feel really bad about the problem, or do you make people feel good about the progress you are making?
Here are the two Ads
I do not like these at all. The tone feels way off. What’s your view?
Poll: Will these ads raise MORE or LESS money for World Vision?
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About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand. I only do two things: 1) Make Brands Better or 2) Make Brand Leaders Better. I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth. And I love to make Brand Leaders better by sharing my knowledge. I’m a marketer at heart, who loves everything about brands. My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.