Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Elia Pekica Pagon
Today when we are swamped with all possible information, from all sides, the question of all questions for employees in the field of marketing communications and public relations is: how best to attract people’s attention in a more effective way and how to encourage people to react in the direction of messages served to them?
Bidding farewell to winter temperatures, let us remember two perhaps insufficiently noted campaigns that used the arrival of winter to make people aware that there are other people in this world, and that life itself, and our concern about it, is not and should not be an exclusive right of a group of people, but of all people in the world.
One of these was a campaign by a group of Brazilian creatives, launched in the autumn of last year under the name “Doe Agasalho”, wanting to remind people to donate warm clothes to poor people if they are able to. Guided by the idea of attracting people’s attention in a very special and unusual way, they decided to dress silhouettes of people on the road signs. They wove woolen scarves, sweaters and jeans for them, and on each road sign with a dressed silhouette of a person there was a label with the message “Donate warmth” which called for passersby to humanity, and reminded them that it’s necessary to donate clothes to the needy. “Winter is over in Brazil, but those who live in the streets are still cold!” said on that occasion Ian Hartz from Wunderman. With this campaign creatives ingeniously sent a message: Silhouettes of people on road signs truly represent all of us, right? Therefore, let’s donate warmth to everyone. Warmth should not be the privilege of a certain group of people, while others are freezing.
Another winter is passing. Warmer days are coming. But because of poor living conditions many people still long for the warmth of our humanity every day. Let us remember all those in need of our humanity and warmth in all the days and all seasons … This socially engaged campaigns is one of those that teach us better, more creative and more moral communication and is one of those that remind us that we are not alone in this world and that this world is not there just for us.
Another campaign that I would like to point out is on a similar track as the above-mentioned Brazilian one, and it’s a socially engaged campaigns of Google regarding the refugee crisis.
Google always surprises us with a new creative campaign. Evidence of the inexhaustible pool of creativity of their team is this wow-effect that Google campaigns manage to achieve, because they are really never predictable.
Perhaps it slipped by some people in the advertising industry, but with the emergence of the refugee crisis Google decided to raise awareness of its users about other people’s lives and their destinies in a very clever way, referring to the care of our own lives.
In fact, Google approached its users appearing as a prophet who promises to each user to answer any questions relating to his or her future, noting that for this they would take into account all previous entries in the search engine and search history of each user.
With the emergence of the refugee crisis, Google launched its Google Fortunetelling search engine, and upon learning of it, out of sheer curiosity people went to the site, wanting to hear what Google – which usually knows the answers to all their questions – has to say about their future, and then instead of an answer they were greeted by a warning that every person has the right to worry about their future, with the request to set aside a moment and look at a number of photos and video footage of refugees and at the same time reflect on the fate of refugees and help if we can.
It’s a great example of a “teaser” campaign which, citing the right of every person to take care of themselves, conveniently reminds everyone that precisely because of the care they have of themselves and their future, they should let other people take care of themselves and their fate. Let us ask ourselves: Is not every person in the world entitled to their dignity? Winter is over. The refugee crisis continues. Let us try to understand these people. Let us be compassionate and help them if we can!