The 'Unload Your 401(k)' Ad Urges People to Boycott Public Gun Companies
Rahul Kalvapalle — May 7, 2014 — Marketing
References: unloadyour401k & adweek
Unload Your 401(k) is a powerful three-minute film that bashes money-hungry firearm companies, and implores with people to do everything they can to hit gun companies where it hurts -- in their pocketbook.
The video supports UnloadYour401K.com, a website where people can find out if their 401(k) retirement portfolios include gun manufacturers. The ad states that many 401(k) retirement plans are invested in public gun companies, whose business is worth $4.1 billion.
The ad uses a wide range of people personally affected by gun violence to convey its message. These people include the parents, relatives and teachers of young people killed or injured in the attacks. But perhaps the most hard-hitting testimony comes from a trauma surgeon who talks about the worst part of his job -- telling people that their loved one couldn't be saved.
The Unload Your 401(k) campaign was put together by Grey Advertising.
The video supports UnloadYour401K.com, a website where people can find out if their 401(k) retirement portfolios include gun manufacturers. The ad states that many 401(k) retirement plans are invested in public gun companies, whose business is worth $4.1 billion.
The ad uses a wide range of people personally affected by gun violence to convey its message. These people include the parents, relatives and teachers of young people killed or injured in the attacks. But perhaps the most hard-hitting testimony comes from a trauma surgeon who talks about the worst part of his job -- telling people that their loved one couldn't be saved.
The Unload Your 401(k) campaign was put together by Grey Advertising.
Trend Themes
1. Socially Responsible Investment - Investors are now keen on investing in socially responsible companies that align with their values.
2. Boycotts as a Means of Protest - Customers may use boycotts as their tool to protest companies that engage in controversial behaviors.
3. Storytelling for Social Change - Brands can use storytelling as an effective tool to ignite social change and impact public opinion.
Industry Implications
1. Finance - The finance industry can seize the opportunity to offer socially responsible investments that align with investors' values.
2. Consumer Goods - Consumer goods companies can benefit from embracing ethical practices like reducing their harmful impact or engaging in cause-based marketing campaigns.
3. Advertising - Ad agencies can take on socially relevant causes and develop impactful campaigns that help initiate social change.
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