The 'Nothing' Campaign Gives You Something to Think About
Joanne Lam — May 10, 2010 — Marketing
References: nothing.org & nothing.org
The 'Nothing' campaign is a charity movement initiated by NAIL, an advertising firm based in Rhode Island. The point of this campaign is to make people think and experience the idea of eating nothing in order to bring awareness to the fact that poverty and starvation are still very much amongst us.
The featured video presents taste tests in which people were offered empty plates. Further, manufactured cans containing nothing were distributed to over 100 volunteer retail stores. The proceeds of these empty cans went to the Rhode Island Food Bank. Check out the worthwhile 'Nothing' campaign in the video provided.
The featured video presents taste tests in which people were offered empty plates. Further, manufactured cans containing nothing were distributed to over 100 volunteer retail stores. The proceeds of these empty cans went to the Rhode Island Food Bank. Check out the worthwhile 'Nothing' campaign in the video provided.
Trend Themes
1. Empty Can Activism - The idea of using empty cans and plates to bring awareness to poverty and starvation can lead to disruptive innovation in the creative and impactful ways to raise awareness and funds for social issues.
2. Charity Marketing - The use of marketing campaigns by charitable organizations to make people aware of social issues and encourage donations presents opportunities for disruptive innovations that can make the process more efficient and effective.
3. Virtual Taste Tests - The use of virtual or augmented reality to simulate the experience of eating nothing can be a disruptive innovation that can bring attention and awareness to social issues in a more immersive and engaging way.
Industry Implications
1. Advertising - Charity marketing campaigns like the 'Nothing' campaign present opportunities for innovation in advertising by creatively and effectively bringing attention to social issues.
2. Social Enterprise - The use of empty cans and plates as a marketing tool for a cause can be seen as a disruptive innovation in social enterprise where creative and unique approaches to fundraising and awareness-raising can lead to successful outcomes.
3. Virtual Reality - The use of virtual reality technology to simulate eating nothing can present opportunities for innovation in the technology and entertainment industries, creating immersive experiences that educate and raise awareness for social issues.
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