Driving social change through advertising
As we learn, inspire, and debate sustainable change at Cannes Lions this week, we are curious to explore the evolving role of the advertising and communication industries, and invite reflection on the topic. What are the trends in marketing for social good, who are the ones driving change, and what are the marketing initiatives that use its reach, emotional appeal, and storytelling to shift norms and support sustainable behaviors?
Advertising has a profound ability to transcend commercial goals and become a catalyst for social change. By harnessing its broad reach, emotional power, and cultural influence, advertisements can educate, inspire, and mobilise audiences towards more sustainable practices and societal norms. In this blog post, we delve into how advertising can go beyond traditional boundaries to foster positive behaviours and address pressing global issues.
As we look into the state of the advertising industry for social change, we recommend taking a look at the Industry Report from 2020-2021 by The Unstereotype Alliance, which explores the state of diversity, equity, and inclusion across the advertising industry. Among other things, the report reveals gaps in both the representation of women and under-represented individuals/groups, but also negative perceptions of inclusion. It also shows that consumers expect companies to address social injustices and make meaningful changes to support diversity, equity, and inclusion both internally and in their communities.
Another good read is the newly released book Sustainable Advertising: How advertising can support a better future by Matt Bourn and Sebastian Munden, who both present at Cannes Lions this year. The book is armed with good data and examples, and aims to help the whole industry make advertising sustainable both in the way advertising is made, and in the products, services and behaviours it promotes.
Now, let’s take a moment to look at some examples of how advertising can challenge social norms and drive social change.
‘The Mirror’ by FCB India and UNAIDS
Produced by Swati Bhattacharya
‘The Mirror’ showcases the story of a young boy who expresses himself with a woman’s scarf, being ultimately supported by his family, and showcases that gender identity is an inherent right, not a lifestyle choice. It highlights the stigma and discrimination faced by LGBTIQ+ individuals due to gender stereotypes, particularly affecting children and adolescents who are pressured to conform to gender norms assigned at birth.
The producer of the film, Swati Bhattacharya, says in an interview with UNAIDS that “The broad point is we have to accept children as they are and, in this case, build up their confidence.” She also points out how much she has learned through her career within advertising and how women are often portrayed, saying; “As an ad person, I realised that we were using the cookie cutter version of an ideal woman, when, in fact, women are very diverse,” realising that for years she had not catered to consumers like herself.
In the same interview, Jas Pham, a transgender woman living in Bangkok, Thailand, explains her reaction to the film. She said that she focused on the child, but afterwards thought more about the mirror. “It is just a reflection; you see yourself and there is no judgement,” adding that this is a powerful message of recognition and acceptance to families of transgender and gender-diverse children around the world.
We think this is a great example of how advertisement can use its reach and storytelling tools to encourage viewers to reflect on their own perceptions and biases. While selling a product, you can also promote a broader cultural shift towards greater acceptance.
#Rightmyname by Nando’s
How might it feel if you always see your name underlined in red, as misspelt?
Born in Johannesburg, South Africa, the well-known restaurant Nando’s created a campaign in 2019, called #RightMyName, aimed to address the issue of mispronounced and misspelt names. The idea for the campaign came as Nando’s noticed that spellcheck highlighted ‘Nando’s’ as a mistake, which sparked thinking and questions around the spell checking in general of South African names.
Representation through popular culture matters. Seeing one’s name consistently marked as a misspelling, can significantly impact self-image and societal norms, and can lead to feelings of exclusion. On a broader scale, it reinforces homogeneity, contributes to cultural erasure, and perpetuates bias and discrimination, ultimately fostering a less inclusive and diverse society.
The campaign was designed to celebrate and promote the correct pronunciation and spelling of names, recognising their importance to individual identity and cultural heritage. Nando's created an online tool that allowed users to submit their names and receive the correct spelling and pronunciation. Through both online and traditional advertising as key tools to drive its message and engage a wide audience, the campaign successfully raised awareness about the importance of correct name spelling and pronunciation, highlighting the respect for individual identity.
As a result of this campaign automatic spell check dictionaries across the country were made more inclusive, ensuring the red line disappeared for good.
Move to Zero by NIKE
Looking at commercial advertising, Nike’s “Move to Zero” campaign spotlights how advertising can encourage positive behaviour. By promoting its commitment to zero carbon and zero waste, Nike encouraged consumers to make more environmentally conscious choices. The campaign showcased sustainable products and initiatives, setting an example for how brands can lead the way in promoting sustainability.
The campaign has had significant social impacts by raising awareness about sustainability, promoting eco-friendly consumption, and influencing industry standards. It has engaged local communities, involved employees in environmental efforts, and supported social equity by making sustainable products more accessible.
Advertisements can also play a crucial role in advocating for policy change. Ben & Jerry’s is a prime example of this. The ice cream brand frequently uses its advertisements and social media presence to champion social justice causes such as climate change action, racial equality, and LGBTQ+ rights. Their campaigns often call for specific policy changes and mobilize public support, demonstrating the power of advertising to influence decision-makers.
The Weather Kids by the United Nations Development Programme
Another campaign that raises reflection on the power of advertisement is “The Weather Kids”, launched by the United Nations Development Programme in collaboration with the World Meteorological Organization and The Weather Company. The campaign underscores the dire consequences of global inaction on climate change, and its goal is to mobilise people worldwide for urgent climate action, conveying that it is not too late to make a difference.
Through an innovative format, “The Weather Kids” aired on news channels in more than 80 countries around the world, where the usual weather forecast was replaced by children, reporting from the year 2050. With an emphasis on the severe impact of climate change on future generations, they presented: “Everything is crazy. Schools are closed because it’s too hot. Wildfires are burning whole towns. And floods are making everything wet and gross.” It ends with a powerful plea from the children: “It’s not just a weather report to us. It is our future.”
Seeing children presenting a future where the planet is increasingly uninhabitable is a powerful reminder to adopt a long-term perspective and feel a sense of responsibility toward future generations and the protection of our shared home.
All the examples above demonstrate how advertising can go beyond commercial goals to drive social change. Each initiative shows the potential for advertising to make a significant impact when it aligns with social values and addresses pressing local issues.
We want to know, what is your take on advertising for social good? What makes you feel inspired? Feel free to comment on our accompanied social media post with your thoughts.