The China Poverty Alleviation Ads Show that 'Every Child Can be a President'
Meghan Young — June 6, 2011 — Marketing
References: cheil & ibelieveinadv
Our children are our future; with that in mind, messages like that sent in the China Poverty Alleviation ad campaign are extremely important. In order to nourish, encourage and enlighten the next generation, it is important to show them that anything is possible, that they can reach for the moon and fall among the stars, so to speak.
Conceived by Beijing-based ad agency Cheil, the China Poverty Alleviation ad campaign centers around the slogan that states, "With your support, every child can be a president." To illustrate this idea, they pair it with images of children on dollar bills.
The China Poverty Alleviation ad campaign was art directed by Shengxiong Chen and Qianli Ma, illustrated by Yuehui Tang and photographed by Yang Zhao.
Conceived by Beijing-based ad agency Cheil, the China Poverty Alleviation ad campaign centers around the slogan that states, "With your support, every child can be a president." To illustrate this idea, they pair it with images of children on dollar bills.
The China Poverty Alleviation ad campaign was art directed by Shengxiong Chen and Qianli Ma, illustrated by Yuehui Tang and photographed by Yang Zhao.
Trend Themes
1. Youth Empowerment - Marketing campaigns aimed at showing children that anything is possible create disruptive innovation opportunities for companies to create products and services that support the development and empowerment of youth.
2. Subtle Social Messaging - Following China Poverty Alleviation's example of pairing simple slogans with images, subtle social messaging becomes an opportunity for disruptive innovation through creative ad campaigns.
3. Leveraging Symbolism - Using universally recognized symbols such as dollar bills can be an effective way to represent a brand's message and values to targeted audiences; this creates disruption opportunities in industries such as marketing, advertising, and branding.
Industry Implications
1. Education - Opportunities for disruptive innovation can be found in the development of new educational products and services focused on instilling positive messages such as empowerment for children.
2. Marketing and Advertising - Creating subtle and impactful messaging in advertising campaigns is a disruptive innovation opportunity to reach targeted audiences in a compelling and memorable way.
3. Branding - Leveraging recognizable symbols to convey a brand's message and values presents an opportunity for disruptive innovation for companies looking to strengthen their brand identities and awareness.
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