Right Side is a Red Cross Campaign That Chooses Compassion over Fear
Jana Pijak — December 4, 2014 — Marketing
References: adsoftheworld & youtube
The Right Side is a compelling Red Cross campaign that encourages compassion rather than fear. In their search for young volunteers, the Red Cross created a radio ad that would appeal to those who listen to radio via headphones.
Using amplified sound system audio, this Red Cross campaign asks one how they would handle a difficult situation. Painting various emergency scenarios, the compelling radio spot compares the Wrong Side and the Right Side of reactions.
Displayed as the left and right buds of a headphone set, the sides encourage one to help others in times of crisis and to replace panic and fear with proactive aid. The inspiring ad illustrates the power of compassion and is reflective of the values that resonate with the Red Cross and its brave volunteers.
Using amplified sound system audio, this Red Cross campaign asks one how they would handle a difficult situation. Painting various emergency scenarios, the compelling radio spot compares the Wrong Side and the Right Side of reactions.
Displayed as the left and right buds of a headphone set, the sides encourage one to help others in times of crisis and to replace panic and fear with proactive aid. The inspiring ad illustrates the power of compassion and is reflective of the values that resonate with the Red Cross and its brave volunteers.
Trend Themes
1. Compassionate Marketing - Creating marketing campaigns that prioritize compassion over fear, appealing to the emotions of the audience.
2. Immersive Audio Advertising - Utilizing amplified sound systems and headphones to create impactful audio campaigns that capture the listener's attention.
3. Storytelling as Persuasion - Using narratives and relatable scenarios to convey a message and inspire action.
Industry Implications
1. Nonprofit Organizations - Nonprofit organizations can adopt compassionate marketing strategies to attract volunteers and donors, emphasizing the positive impact they can make.
2. Media and Advertising - Media and advertising agencies can explore immersive audio advertising techniques to create engaging campaigns that resonate with listeners.
3. Humanitarian Services - Organizations in the humanitarian services sector can leverage storytelling as a persuasion tool to inspire individuals to join their cause and provide proactive aid during emergencies.
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