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Good conscience

Good conscience

It feels as though 2015 might be something of a decisive year in our country’s recent history and relatively immediate future.

A general election looms, so expect to be told one thing then the other, and we continue to live under the strain of a crippling national debt.

How will this affect marketing (as a concept, not in terms of a tagline for the three main party’s taglines) might not be the first question that springs to mind or even the most relevant.

But being involved in the industry we have something of a vested interest.

One of the stand out stories for me this week was Timpson dry cleaners offering their services for free to the unemployed. Unarguably a valiant gesture but one no doubt sanctioned and implemented with one eye on a positive PR spin.

And what a positive PR it has generated; coverage already achieved includes BBC News, Mirror, Metro (this blog!) and more.

 

social campaign

 

This got me thinking: are we moving towards a scenario whereby advertising must have a conscience to be successful?

There’s no doubt advertising and marketing has had to adapt. Internet, social media, on demand viewing and more have all blossomed within the last decade or so and encouraged marketers to think again about how we reach people.

Last year saw great success for other campaigns with a social element including French supermarket Intermarche’s campaign to reduce food wastage and the Pilion Trust’s somewhat controversially-named F*ck the Poor viral ad, aimed at making people realise they care more about the poor than perhaps they were aware.

One swallow a summer does not make, as the saying goes, but it certainly feels as though marketers have realised the way to mass appeal is to give their campaigns a charitable edge.

You may call it cynical but if there is a positive outcome then sure it carries more credence than the traditional campaign aimed solely at selling us a product.

 

Chris Jacobsen, communications manager