Getting Social Impact Advertising Right

You’ve seen this type of advertising so many times now that you’re desensitized to it. There’s a sad song playing in the background as you watch a slideshow of dehumanizing photos, while the narrator simplifies the issues and urges you to “make a difference.” You see it for charities supporting public health, orphanages, and even pets. You saw it in campaigns like KONY 2012. It’s known as “poverty porn.” There have been a number of clever video campaigns mimicking or combatting poverty porn.

But I haven’t come across anything as effective, funny, clever, or powerful as this 2012 ad from the Rainforest Alliance. It’s entertaining and relatable. What I love most though is that it has a strong and easy call to action at the end.

To learn more about storytelling for social impact that is not poverty porn, check out the work of the great team at Regarding Humanity.

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