This Direct Marketing Campaign Compares a Crack in a Mug to That of a Roof
Cadhla Gray — September 14, 2015 — Marketing
References: techo.org & adsoftheworld
This creative poverty awareness ad employs a direct marketing campaign to remind people of the difficult living situations of the homeless. 'The Mug Leak' image shows a mug with a crack in the bottom of it, spilling coffee onto an imaginary table. Below is a three-step image of the spill happening from the coffee pouring out to the discovery of the crack in bottom of the cup. The final picture is of the bottom of the cup that reads, "If just one leak annoys you imagine what it would be like to live without a roof."
This effective ad makes viewers stop and think about what's worth complaining about and encourages them to help those living with a cracked roof over their head, or perhaps no roof at all. 'Techo,' the organization that employed the ad, is based in Latin America and the Caribbean and seeks to help those living in such situations. The direct marketing campaign is an effective attempt to raise awareness, and in turn donors, for this worthy cause.
This effective ad makes viewers stop and think about what's worth complaining about and encourages them to help those living with a cracked roof over their head, or perhaps no roof at all. 'Techo,' the organization that employed the ad, is based in Latin America and the Caribbean and seeks to help those living in such situations. The direct marketing campaign is an effective attempt to raise awareness, and in turn donors, for this worthy cause.
Trend Themes
1. Direct Marketing Campaigns - The use of direct marketing campaigns is a disruptive innovation opportunity for businesses to raise awareness and drive donations for social causes.
2. Creative Poverty Awareness Ads - Creative poverty awareness ads provide an innovative approach for businesses to engage viewers and evoke empathy while promoting social responsibility.
3. Nonprofit Fundraising Strategies - Developing effective nonprofit fundraising strategies is an opportunity for organizations to create impactful marketing campaigns that inspire action and support their mission.
Industry Implications
1. Advertising and Marketing - The advertising and marketing industry can explore the use of direct marketing campaigns to create meaningful social impact and generate donations for causes.
2. Social Activism - The social activism industry can leverage creative poverty awareness ads to capture attention, drive engagement, and promote positive change.
3. Nonprofit and Charitable Organizations - Nonprofit and charitable organizations have the opportunity to employ innovative fundraising strategies that utilize direct marketing campaigns to raise awareness and garner support for their cause.
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