Contributing Monkie G Living Staff Monkies
Published on April 17, 2008
When executed just right, ad campaigns can have enormous influence. And I’m not talking about soft drink commercials. (Watching Beyoncé prance around in a skimpy outfit doesn’t make me want to reach for a Pepsi.) But who can forget the crying Indian (yes, that’s what they were called back then) urging us not to litter or Smokey the Bear saying the prevention of forest fires was up to us? And then there was the ubiquitous “brain on drugs” frying pan from the ‘80s. These ads invaded our consciousness and had a tremendous impact. (So, apparently, did the cigarette ads of the 1950s and 1960s that featured doctors touting the health benefits of one brand over another. But we’ll let that one pass.)
Former VP Al Gore hopes to bring the same level of awareness and pathos to a campaign highlighting global warming. According to the New York Times, Mr. Gore and his Alliance for Climate Protection group have begun “a three-year $300 million advertising blitz to recruit 10 million advocates to seek laws and policies that can cut greenhouse gases.”
In connection with the We campaign (as in “we can solve it”), the project was introduced Sunday by Gore during an appearance on “60 Minutes” and ads began airing this week on TV.
While people have already begun to gripe about the amount of money slated to be spent on the project, the Times reports that “about half the anticipated budget has been raised from donations, mostly from anonymous benefactors.” And in a world of multiple opinions, we have others (including a University of Iowa associate professor of marketing) who believe $300 million is not enough to influence society to make the necessary lifestyle changes to make a sufficient enough impact.
The campaign, which hopes to recruit “influential” people (I’m assuming celebrities and respected politicians), will also involve influential organizations like the Girl Scouts and the United Steelworkers union.
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(via the New York Times)