The Developing World Connections Campaign Urges International Volunteering
Meghan Young — February 3, 2012 — World
References: maclaren & ibelieveinadv
The Developing World Connections campaign doesn't focus on business or pleasure trips, although both of these categories do factor into its true message to a certain extent. This ad campaign promotes charitable trips in which people travel to other countries to do good instead of going for personal and often selfish reasons.
Conceived and executed by Maclaren McCann, an ad agency based in Vancouver, Canada, the Developing World Connections campaign centers around typical passport stamps that have been tweaked to depict the selfless activities people can participate in. Paired with statements like "Be more than just a tourist," this ad campaign urges people to "Help where it is needed most. Go on an international volunteer experience."
The Developing World Connections campaign was art directed by David de Haas.
Conceived and executed by Maclaren McCann, an ad agency based in Vancouver, Canada, the Developing World Connections campaign centers around typical passport stamps that have been tweaked to depict the selfless activities people can participate in. Paired with statements like "Be more than just a tourist," this ad campaign urges people to "Help where it is needed most. Go on an international volunteer experience."
The Developing World Connections campaign was art directed by David de Haas.
Trend Themes
1. Charitable Travel - This trend highlights the growing interest in traveling for the purpose of volunteering and making a positive impact on the world.
2. Reimagined Advertising - This trend explores the creative use of everyday objects, like passport stamps, to convey powerful messages and promote social causes.
3. Responsible Tourism - This trend emphasizes the shift towards sustainable and responsible tourism, encouraging travelers to go beyond traditional sightseeing and contribute to local communities.
Industry Implications
1. Advertising - The advertising industry can leverage this trend by developing innovative campaigns that inspire people to contribute to social causes and make a difference through their travel experiences.
2. Travel and Tourism - The travel and tourism industry can tap into this trend by offering volunteer travel packages and experiences that cater to individuals who want to combine adventure with meaningful activities.
3. Non-profit Organizations - Non-profit organizations can take advantage of this trend by partnering with travel companies and promoting volunteer travel as a way to support their causes and increase awareness.
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