Geoff's rules for being a great marketer:
- Be positive
- Be generous
- Be social
- Be unique
All of these seem fairly straightforward right? Not so fast! Being positive in public interest marketing is actually really hard. If you're focusing on getting people to wear seat belts, for instance, you'll likely come out with the same sorts of things that people always come up with, like this graphic ad:
OR you could think outside the box and go for something positive, like the Embrace Life Campaign
Both are good ads, but which one of them are you more likely to shut off halfway through, or avoid watching?
How about an ad making people think about how they should use public transit in order to help the environment? Sure, you could tell them about all the damage and pollution that is going on in the world, but big overarching problems tend to make people feel overwhelmed and think "how can I make a difference anyway?".
So then we have the Bussen er Cool ad:
If that didn't make you smile, you don't have a single funny bone in your body.
Isn't it nice to watch a public interest ad that actually makes you smile???
Then there's anti-smoking campaigns. Actually, believe it or not you could make them positive! They don't all have to look like this:
Or, take a look at this campaign by the Hearth and Stroke Foundation of BC & Yukon:
At Quittersunite.com, people are encouraged to post videos about their "Smoke Free Lifestyle", outlining how they live their lives with $300 extra per month. It's positive, and focuses on the saved money and enhance lifestyle that quitting can offer people.
Try being positive!