Social Justice in the Advertising World

Many times advertising agencies will do some work for non-profit organizations to promote social justice, maybe it is to get more recognition, but these ads do seem to say 1000 words for the good of the world.

Example 1:

Publicis New England for Amnesty International

This ad is incredibly effective.  By using two billboards it already catches twice the attention that is needed.  Also, the caption reads "Make some noise for those who can't be heard" on the bottom and the woman is screaming on the top.  This ad creatively shows the mission of Amnesty International, to get the global message to spread about problems in other countries.  Also, the fact that the ad is generic on the bottom (black and white, and no racial distinction though presumably African) shows the global issue at hand while connecting it to an image of a normal, everyday girl.

Example #2

Dove Self Esteem Campaign

Ogilvy & Mather, Toronto

This commercial demonstrates the idea of "true beauty" and how the media changes that perception.  All in all, I think it respectfully lets women around the world know that even supermodels can go into the studio looking like average, everyday American women and technology changes them into the perfect dolls that we see everyday.  This entire campaign by Dove is about confidence and empowerment and overall works for social justice in an unjust world.

Example #3:

"Play Your Part" American Red Cross

sponsored by the Ad council

This ad takes one of the most debated parts of advertising, celebrity endorsements, and makes it into a good thing.  Not only that, but it plays upon a disaster, so therefore it will get people's attention.  Often times, a celebrity will make or break an ad, but here these show the humanity of these people and how they are just willing to help.  The PSA also takes another level of depth by creating the idea of a band...an American Dream, you and your friends, making a band and helping people to love your sound.  This allows for even more success in this ad, it makes the celebrities normal, and does good.

Example #4:

"Make your Mark" National Multiple Sclerosis Society

Wieden + Kennedy, New York

This campaign is about spreading awareness to a common problem in the world: multiple sclerosis.  This ad is especially effective because it makes an immediate call to action, hang the ad in your window with the letters crossed out.  This helps involve a secondary readership in a whole new way, with this campaign, Wieden + Kennedy successful spreads responsibility, without hurting or scaring others, and creates widespread participation and the sharing of a message.