A New York Non-Profit Homeless Campaign Indicates Health Benefits
Alyson Wyers — November 14, 2013 — Social Good
References: crossroadsnyc.org & fastcoexist
This thought provoking homeless campaign points out how helping homeless people can benefit one's health. These ads for New York-based Crossroads Community Services explain how small acts of kindness can improve one's health and wellness. This allows people to see how something like a $5 donation can be stretched to help multiple people.
The pro bono homeless campaign supports the non-profit, which hopes to make the issue of homelessness stand out more. Rather than putting the emphasis on homeless people and their problems, which would appeal to human empathy, these ads focus on the audience and what they would get out of it. This approach appeals to self-involved human behaviour. This tactic will likely prove effective with the population on the fence about giving to charity, rather than those who already give.
The pro bono homeless campaign supports the non-profit, which hopes to make the issue of homelessness stand out more. Rather than putting the emphasis on homeless people and their problems, which would appeal to human empathy, these ads focus on the audience and what they would get out of it. This approach appeals to self-involved human behaviour. This tactic will likely prove effective with the population on the fence about giving to charity, rather than those who already give.
Trend Themes
1. Self-involved Charity - A trend of charitable campaigns that appeal to individuals' self-interest rather than empathy for those in need.
2. Holistic Philanthropy - A trend of charitable campaigns that emphasize the benefits of giving for overall health and wellness.
3. Pro Bono Marketing - A trend of companies offering their marketing services for free to non-profits in need.
Industry Implications
1. Non-profit Sector - Non-profits can take advantage of the trend of self-involved charity to encourage more donations and support.
2. Marketing and Advertising - Marketing and advertising companies can capitalize on the trend of pro bono marketing by offering their services to non-profits for exposure and charitable efforts.
3. Health and Wellness - The trend of holistic philanthropy presents opportunities for health and wellness industries to align their brand values with positive social impact initiatives.
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