I recently found an advertisement on AdsOfTheWorld.com, which is an advertising archive and community. This ad is from the Netherlands and is a "coolfind" because it creates a visceral connection for any person who has fell prey to discrimination. This ad is much deeper than a call-to-action to visit the website. It has creatively illustrated the emotion of social inadequacy as a result of not conforming to social norms. The video is particularly effective in demonstrating numerous archetypes of ideal couples and individuals.
This campaign has significant strategic opportunities because it has legs. It is both effective as a print ad and as a video. In addition, these ads could be used by other organizations that are fighting inequality and discrimination. For example, the Human Rights Campaign, which is an organization that advocates for gay and lesbian rights, could benefit from the use of the print ad below.
This ad could also be used to a marketer's/advertiser's advantage
because it is probable that the vast majority of people have been or
will be discriminated against. Being aware of social norms and how they affect people is a macro problem throughout the world. Whether it is
for age, race, gender, or sexual orientation, many people can connect
with the emotional feeling created by this campaign. Given its
expansive range of diverse examples of stereotypes, this ad has the
potential to reach a broad spectrum of people and is likely to increase
interest as well as attention.
I visited the website, which I regret to say is in Dutch. Although I could not get more information, the message is clear and resonates with me.
Do you think this campaign was effective in illustrating what it feels like to be different or "hide the real you?" Did it make you want to advocate change? Do you think people should "hide the real you" in order the appease social norms?
Submitted by guest author, Lydia Garcia.
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