Saving the planet with marketing (online exclusive!)
Posted 6:48 AM by Internal Voices in Labels: 8th edition
Federica Galafate, intern at Italy, San Marino and the Holy See at UNRIC in Brussels
Even though marketing has long been considered only as a tool for the profit sector developed ostensibly for multinational organisations, nowadays it is also widely used by the non profit sector, whose characteristics differ greatly from the companies aiming to make profit. Nevertheless, the challenges are similar, like increasing competition and changing clients’ needs. Marketing offers a great opportunity for these organisations to survive, grow and strengthen their activity.
Example A: This advert is from Greenpeace International’s global campaign to stop climate change. The message gets through to the audience immediately, because the advertisement is simple and clear. The advert shows an empty snow-globe, there is neither snow nor the traditional snowman that you can normally expect to see in this Christmas ornament. Hat, scarf, wooden sticks, and a carrot nose seem suspended in the air as if the snowman had just left. Winter and all the various ornaments commonly associated with Christmas time will disappear due to inevitable climate change as the underlining sentence “Winter. You’ll miss it when it’s gone” points out. The message is both symbolic and realistic: the snow-globe is a powerful symbol of Christmas tradition in many countries, but it also represents tranquillity and peace at Christmas time. This advert combines the power and creativity of symbolism with the effectiveness of graphic imagery making many of us aware of the impact of climate change on our everyday lives. This advert motivates us to take action!
Example B: This is a simple advert as well, isn’t it? Nonetheless, it lacks in symbolism and the advert is patently vague. It is almost only a graphic message - something for those who care about wild animals, such as turtles -whereas the previous advert brought back memories and emotions linked to Christmas, making us simultaneously more aware of the issues relating to climate change. In many cases, like this one, realistic images help to clarify the message. WWF (Hungary) has used a realistic picture of a sea turtle swimming gracefully in bright blue water with the two buttons “don’t save” and “save” suggesting that it is up to us to decide whether to save this poor turtle or not. But there is almost nothing beyond the image than the common message “stop climate change!”. ■
Even though marketing has long been considered only as a tool for the profit sector developed ostensibly for multinational organisations, nowadays it is also widely used by the non profit sector, whose characteristics differ greatly from the companies aiming to make profit. Nevertheless, the challenges are similar, like increasing competition and changing clients’ needs. Marketing offers a great opportunity for these organisations to survive, grow and strengthen their activity.
Example A: This advert is from Greenpeace International’s global campaign to stop climate change. The message gets through to the audience immediately, because the advertisement is simple and clear. The advert shows an empty snow-globe, there is neither snow nor the traditional snowman that you can normally expect to see in this Christmas ornament. Hat, scarf, wooden sticks, and a carrot nose seem suspended in the air as if the snowman had just left. Winter and all the various ornaments commonly associated with Christmas time will disappear due to inevitable climate change as the underlining sentence “Winter. You’ll miss it when it’s gone” points out. The message is both symbolic and realistic: the snow-globe is a powerful symbol of Christmas tradition in many countries, but it also represents tranquillity and peace at Christmas time. This advert combines the power and creativity of symbolism with the effectiveness of graphic imagery making many of us aware of the impact of climate change on our everyday lives. This advert motivates us to take action!
Example B: This is a simple advert as well, isn’t it? Nonetheless, it lacks in symbolism and the advert is patently vague. It is almost only a graphic message - something for those who care about wild animals, such as turtles -whereas the previous advert brought back memories and emotions linked to Christmas, making us simultaneously more aware of the issues relating to climate change. In many cases, like this one, realistic images help to clarify the message. WWF (Hungary) has used a realistic picture of a sea turtle swimming gracefully in bright blue water with the two buttons “don’t save” and “save” suggesting that it is up to us to decide whether to save this poor turtle or not. But there is almost nothing beyond the image than the common message “stop climate change!”. ■
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