I have never actually visited the Ad Council's website, and am so glad I did! The ideas out there are SO inspiring! It's hard to pick only a few but here they are:
This one has nothing to do with children necessary (except that children and adults alike can benefit greatly from caring for animals) but if there are animal lovers reading this, then you'll appreciate it :)
The
Shelter Pet Project Campaign uses the slogan #StartAStoryAdopt. There's a picture of pets who are now all over social media- Toast Meets World, Keyboard Cat, and Hamilton Pug. Social media and the internet itself has pictures and stories about these pets and their unique relationships with their adoptive human parents. The main objective for
Shelter Pet Project Campaign is to spread awareness about the need for shelter and rescue pets to be adopted, and the hope that people will make it their first priority when considering getting a pet.
I think their message is great! It's a call to action, which is the effective way to frame an advocacy message. I also feel that coming from a comical and endearing angle adds lightness and welcomes people in more. I know other campaigns that show the horrors and sadness of some shelter pets. It's devastating and definitely a reality. It works to touch hearts and increase empathy for sure. I feel that adding this lightness, though, takes a lot of pressure off the audience, and creates an excitement and wonderment, which is a great way to mobilize!
AdoptUSKids.org used a similar approach in their initiative to find families for the thousands of teenagers in foster care. They used the message "you don't have to be perfect to be a perfect parent." Apparently, their latest ads have been using the widely renowned parenting books
What To Expect When You're Expecting to spread comical tutorials and guides to raising a teenager. This strategy is similar to the
Shelter Pet Project Campaign in that it uses what I'll call,
endearing comedy or
endearing lightheartedness. The idea of adoption is quite overwhelming, especially when considering an almost fully grown child who has gone through very trying times in their young lives. Just like the
Pet Project, they steered clear of the heart-wrenching messages and showed a softer more fun side. By using laughter, people are freer to envision their lives with a teen and wonder about all the greatness and love that can be had in that experience. I am tired of all the negative messages concerning teenagers and teenagehood in general. Let's change
that narrative, please.
I am grateful to have drawn this connection between the two ads because I can really see the power in this message strategy. It's so honest and hopeful, and I am interested in considering this angle when coming up with new Advocacy messages myself.
Fatherhood.gov really touches me. I've been seeing the billboard ads all over Portland lately titled,
#DadJokesRule with pictures of kids and their dads. I think this society, historically, has hurt a lot of people with its ideas about gender and gender roles. I've heard many people wish they had more connected fathers, and many fathers wish they could connect more. This initiative is just so beautiful. Through a simple societal inside joke like the idea of "dad jokes" paired with pictures of happy fathers and kids, the message is being sent that dad's matter, you matter, you make a difference. This touches me on a personal level and it's warming. Again, endearing humor is utilized. I also learned that it's important to consider audience. All of these ads have the ability to touch and be understood by a wide and diverse audience, which is amazing. It's so interesting to be researching advertising trends!