Social marketing that engages & empowers

Jason Dunstone

1.How long have you had this bad habit?

2.How long have you been trying to break it?

3.How many people have told you to stop it?

4.How often have they nagged you?

5.Why don’t you listen?

“Bad habits are like a comfortable bed, easy to get into, but hard to get

out of”

So what makes good social advertising?

Creativity

–noun

1.the state or quality of being creative.

2.the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination: the need for creativity in modern industry; creativity in the performing arts.

3.the process by which one utilises creative ability

www.dictionary.com

Cre⋅a⋅tiv⋅i⋅ty

No. 5, 1948 Jackson PollockSold for $140,000,000 Nov 2 2006

Watch the creativity trap

SubstanceBoldness

Relevance is king

Strategic planning

Digital strategy

Creative development

Media planning

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Clarity

Get to the point

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Commitment

It’s not easy

So where does research fit?

Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance.

At its core, great research should minimise boring and pointless advertising.

Illumination

“Inspiration and guidance”

Testing

“Confidence and direction”

Monitoring

“Impact and opportunities”

“We all have a tendency to use research as a drunkard uses a lamppost - for support, but not for illumination” David Ogilvy

IlluminationDecember 2007

Objective:

“To gain a clear psychological profile of the target group, which includes understanding of their knowledge, attitudes and behaviours related to excessive alcohol consumption”

January 2008

Objective:

“To test four potential advertising concepts including message take-out, believability of message, potential target audience, overall impact and potential to alter behaviour towards drinking alcohol”

Testing

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May 2008 - March 2009 ......

Objective:

“To monitor the campaign including general attitudes, level of alcohol consumption, information recall, advertising recall and associated indicators”

Monitoring

"If a tree falls in a forest and no one is around to hear it, does it make a sound?"