Most smartphone and tablet apps used for campaigns aren’t very successful. And that is understandable. Why would you have an app that you can use only a short time for a single cause?
The World Wildlife Fund (WWF) understands that and is doing it a lot better with the just launched WWF Together app for iPad.
It’s a combination of learning, sharing, interactivity and playing. Perfect for use at school.
The app managed over 100,000 downloads in its launch weekend.
WWF Together incorporates playful, interactive elements to unfold the stories of eight animal portraits, with new species to be added regularly. Each animal portrait includes editorial content, high-definition videos, photography, unusual facts, and downloadable origami folding instructions. By completing the individual animal stories, social media and email functionality is unlocked as animated origami videos that can be shared with friends.
I read many enthusiastic comments about this campaign today. And I admit that the artwork is gorgeous. Without the copy would be the perfect illustrations for a book. Or an animation on Vimeo. But the copy for an animal care organisation ruin it all.
Advertising can be brought in a form of exaggeration. That is what the creatives from Ogilvy & Mather in India tried here. They failed.
Swap the dog for a child. Would you get rid of depression? And can you give a child a happy life if you suffer from depression?
Back to the ad from the World For All Animal Care and Adoptions. Strange starting point for an animal shelter. They would have to make a fuss about the dog. Not the human. A pet can bring you a lot of happiness. But it isn’t one-way traffic.
“Arctic animals are in danger. Because they live in such remote places, we don’t think that their extinction will have any affect on us. Mankind has to realize we are in this together. We are one. Act now. Support WWF.”
The last surviving whale in the oceans meets its greatest enemy, the man. This fantastic journey, directed by Rutger Hauer & Sil van der Woerd leads us into the very sad future. Whalemen (Rutger Hauer) is confronted with his crime. Devastation that he has left behind is equal to the devastation of his soul. A moment of recognition is the moment where he perishes. What an absolutely beautiful piece of Art! What a Crime! According to Whalewatch over two million whales were killed in the 20th Century. Does whaling still take place? Yes.
I just have to quote Roy Batty (Rutger Hauer in Blade Runner):
“I’ve seen things you people wouldn’t believe. Attack ships on fire off the shoulder of Orion. I’ve watched c-beams glitter in the dark near the Tannhäuser Gate. All those ... moments will be lost in time, like tears…in rain.Time to die.” (more after the video)
Such a great idea! So refreshing after all the PETA nudity campaigns. With the online campaign, which is closely linked with Facebook, Vier Pfoten (Four Paws) will motivate especially the younger audience to participate.
Napapijri, Armani, PRADA, Kookai, Closed, MAX MARA and Burberry are asked to refrain from trading in fur.
For fashion without real fur! Go and get naked ... well, only in virtual world but it is a hell of a fun and for good cause. You can create your own naked avatar (also known as Naketar) on their website.
Here the link, check it out parade against fur
Animals Australia and PETA have a lot in common. In general they both fight against animal cruelty. And both feel the need to explain much about their cause.
But where PETA exaggerates in their communication with a lot of sex, Animals Australia is doing it a lot friendlier as in their new campaign Make it Possible.
The video below, an important item in the campaign, is a bit confusing. I thought it was the PSA. But it isn’t. The first two minutes is the TVC running on Australian TV and in cinemas until Xmas. The 11 minute version as shown below is the web version. It’s all in one, a musical, talking heads, a documentary.
“Factory farming is the number one cause of animal cruelty today. We have a plan to end it. Watch Make it Possible - a world first for animals. Then sign the pledge, and make an end to factory farming possible.”
It’s about dogs. And then it isn’t. Actually is about both, as a life-skills and outreach program in South Africa for at-risk teenagers and shelter dogs.
The Underdog Project is about inspiring teenagers to reorient their lives and in doing this, helping their shelter dogs learn the skills they need to find their homes.
This November they’re doing The Underdog Charity Ride to raise funds for the project, stopping in at dog shelters en route, meeting and helping staff and dogs, and documenting their stay via website and social mediastream.
According to PETA, it’s just because zombies are a thing now:
With the public’s obsession with zombies at an all-time high, PETA is launching its first-ever Halloween ad campaign targeting flesh-eaters, with the message that animals, like humans, are made of flesh, blood, and bones.
To me, it looks like they really wanted to do a gory Halloween ad, and Marilyn Manson wouldn’t return their calls.
See the mandatory making-of video after the break.
This is a very unusual video for an abandon dogs awareness campaign.
The story is simple: There are two kinds of people, those who admire dogs and those who hate them. No shades of grey here.
Some people live hypnotized by the love and dedication only man’s best friend can give.
Others choose to abuse and abandon him.
The chosen style is not that straightforward. Without the copy it could be a perfect night video for MTV. I love it but it makes me think. Is this working?
The copy at the end is refers to the campaign website which is very nicely made. Simple, good design and very clear about the message.
‘Are you Hypnotized?’ is an initiative of agency Proximity Digital in Partnership with FastForward They made it for Fundação S.Francisco de Assis, a Portuguese animal shelter.
Music: Buraka Som Sistema.
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Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.