erm surprise?

Maybe it's just me, but I'm really jaded when it comes to shock tactics. Maybe I've seen so many that I've become desensitised. Or perhaps we're just far more savvy these days.

There seems to be a lack of logic in marketing communications coming from charity organisations. My biggest gripe is with those working against climate change. I've sat down and discussed various aspects with people fighting valiantly for the environment and I've noticed a disturbing trend: lack of basic scientific understanding. Now let me make this clear, i am not saying climate change is a myth, but a number of things will not occur. You mention the Archimedes principle when discussing sea level rise and are met with nothing more than a blank expression. Not fully understanding an issue when campaigning for it hurts the cause.

PETA are running a new line of ads about the health of pedigree dogs.


(full article here http://bit.ly/cCBDA6)

Shock tactics yes. Do i get it? No. That ad could mean anything from "dog breeders are Nazis" to "Selective breeding could create a doggie Hitler". This is a shame, i quite enjoyed the "I'd rather go naked than wear fur" campaigns.



(Holly Madison)
Provocative and interesting. That's the way forward.

Charitable agencies should be attempting to promote thought as well as inspire action. The days where Intelligent individuals in the developed world are completely unaware of the realities of the world is nearly over. We know the fur trade is brutal, we know that whale hunting is morally questionable and we know that our energy consumption cannot be sustained. Maybe it's time to shift focus, the audience can't be shocked, time to persuade them.

Digital and social media will be extremely important in the future. Getting people signed up and passively involved is a highly effective way of initiating a paradigm shift. Allowing people to actively engage with a brand is the future. It's time charities took advantage of this. And we as the communications professionals should be bombarding them with new and innovative methods to get their message out there. But please, for the love of God, do some research!