Stage 2 Not-For-Profits

Marchand and Lavoie, (1998) Non-profits Organizations' Practices and Perception of Advertising

Marchand, J., & Lavoie, S. (1998). Non-profit Organizations' Practices and Perceptions of Advertising: Implications for Advertisers. Journal of Advertising Research, 38(4), 33-40. Retrieved from Business Source Premier database.

Not For Profit ads by the very nature of the industry often have small marketing budgets or production budgets, as a result many choose mediums such as Youtube to promote their advertisements and rely on the message of the advertisement to be promoted and spread via social media networks and general internet buzz. On the other hand, like any industry their are big players or not-for-profit brands that have big marketing budgets that promote their message in mainstream media, like any company. After all even not-for-profits need to have their focus on making profits-its just not for a commercial purpose. (Marchand et al 1998) argues this exact point highlighting that although not-for-profits often experience little resistance when using different media they, like any other business need to justify their advertising expenditure. Marchand argues that in general not-for-profits aim to maximise the impact of their message whilst at the same time avoiding conversional messages. 

Advertisement 1) WWF Earth Hour Leo Burnett campaign

Earth Hour Logo

Whilst not an actual advertisement but rather a advertising brief, WWF used its message and the good will of advertising agencies to create advertisements and spread the message of Earth Hour. This was a highly successful campaign as it got many of the top advertising agencies on board and spreading the message of the day. Many companies adopted the slogan and signed on as partners promoting the message of Earth Hour, and including the logo in their communications. Furthermore, media releases  and PR was used to get the mainstream media on  board. The campaign has spread to an annual global event with many mainstream corporate on board promoting the message. The campaign is highly successful not only due to its message but also due to the fact that companies and businesses can leverage the positive image of the WWF and the world hour campaign as if they are seen to support it, it then transfers some of this positive idealism onto the company. 

Leo Launches Earth Hour ad partnership B and T 2007

Earth Hour 2008- As seen in 'Campaign'

Learman, S. (2008). WWF 'Earth Hour' - most awarded All Gunns Blazing campaign. Campaign (UK), (46), 11. Retrieved from Business Source Premier database.

Advertisement 2) Kleenex Print Advert- "Lab tested for independence"

As sourced from Kleenex Cottonelle website- kleenexpuppy.com.au

http://www.kleenexpuppy.com.au/about/advertising

Many companies use the tactic of partnering with a not-for-profit in order to transfer positive brand associations with the not-for-profit onto the brand. One brand that has done this successfully is Kleenex Cottonelle toilet paper. It has been a long standing communication technique to use Labrador puppies in their advertisements. The cute soft, playful image of the puppy transfers onto how we feel about toilet paper. Therefore, partnering with the Guide Dogs Australia, an organisation that collects money to train and supply Labradors for the blind is not only a logical choice but a highly strategic marketing decision. Their slogan "Lab tested" is an obvious word play on laboratory and Labrador, its stands at the for front of most of their communications. Therefore, by adapting it to a message that does not relate to toilet paper it nonetheless, supports all previous statements that were talking about toilet paper. The partnership clearly reinforces Kleenex brand and their communication strategies whilst at the same justifying their decision to be one of a socially conscious and moral company. A simple yet highly effective print advertisement. 




Advertisement 3) Oris- Saving Sight Wordwide

Oris- Time Magazine- June 14-21 2010

This advertisement makes use of its location to sell its product. Time Magazine is known for its 'human interest' stories. Many of its readers either has an interest in humanitarian aid or has just read an article that has sparked their social conscience. The Oris advertisement clearly enables the reader to "rip out" of the magazine world, and make a real difference in the world. A simple advertisement  that can have maxim impact in the context of its settings.  




Advertisement 4)







The agency Shalmor Avnon Amichay/Y&R Interactive clearly uses ambient media the way it is meant to be used, as it cuts through the clutter and targets the user in a manner the fits in with every day life. This project is clearly to created to pack a punch, the use of ambient advertising for drink driving campaigns is not a new concept, but it is one of the most successful uses of the non-traditional media. One of the reasons why it works so well and is so effective is because ambient media finds the consumer, in this case the driver at the point where they are using the product. Whilst this may seem obvious, it is in fact a fundamental truth that many fail to grasp. 


Let us explore this idea in more detail, let us take the category of drink driving, whilst a TVC can be effective it is likely the driver will forgot the message they saw on their television in the comfort of their own home during a fun night out. An ambient campaign drives the message home at the point of purchase or in this point the of use. This epic reminder is not only visually interesting but is an image that the driver is likely to see either, before, during or after a night out. This is an excellent example of ambient advertising being more effective and a more appropriate medium for a not-for profit campaign.