8 - Advertising of Social Causes

Source: www.coloribus.com

The ad above was run in Slovakia to advertise the Red Cross efforts during the aftermath of Hurricane Katrina in New Orleans. This kind of ad plays on the understanding of the viewer of the current events around the world (in the case of disasters) and provides the viewer with a sense of hope that their contributions can win out over the pain caused by the event.

The ad appeals to the viewers sentimentality to those who are in need, and does so without making them feel guilty for their past efforts (or lack thereof) by telling them that their help in the effort is sorely needed. Many ads that are looking to garner donations from their viewers use similar tactics to instill a feeling of power and duty in the viewer. The goal of the ad is to assure the audience that they do make a difference in the outcome of the situation at hand, and that with their help, the situation can be overcome.

It is the concept that the disaster can be mitigated ("WATER WILL DECLINE SOONER OR LATER") that makes the situation feel beatable to the viewer. This is the crucial portion of the ad, as it makes the difference between tragedy that is forever and tragedy that is mendable. The ad must successfully provide the viewer with this feeling that they can mend the damage through their own contributions which allows the ad to garner support. Without the ability to feel that the situation will be truly overcome with efforts on their part, the viewer is likely to write the situation off as helpless and not contribute to the effort at all.