Шеннон Каллум, генеральный директор рекламного агентства Saatchi&Saatchi

Точильщик карандашей [18.03 20:12]

Назовите пример самой удачной социальной рекламы на ваш взгляд.

There are hundreds of examples of great PSAs in press and TV, but what’s more interesting – and I think far more effective – is non-traditional ideas like , Earth Hour and The Tap Project.

Most people here should be familiar with Earth Hour by now; this project, which started in Sydney Australia, has gone global, including Russia. The Tap Project, however, is less well known. It was launched in New York by UNICEF and its ad agency, Droga5. The simple idea was to charge people $1 dollar for tap water, something you normally get for free in U.S. restaurants, and use the money to support UNICEF’s efforts to bring clean and accessible water to millions of children around the world. The response has been remarkable. I’m sure when UNICEF approached the agency what they asked for was an ad, but clearly what they got is much more powerful. This is what we need more of – not ads – but truly world changing ideas.

mesye [21.03 19:08]

Назовите главные ошибки создателей социалки. Нет смысла рассматривать удачные, когда 90% явное убожество. Спасибо.

I think the biggest issue with most social cause marketing is the failure to make the message relevant to the audience. The people behind these causes are incredibly passionate about the issue they’re supporting – which is why they support it. But the average person isn’t the least bit passionate about these issues. The average person is passionate about themselves, and the problems in their lives. When we do social cause communication we need to try and connect the issue to the everyday lives of our audience – why should they care? Or what can they do, in the case of the Earth Hour and Tap Project examples. At Saatchi we tell our clients – you need to stand for something people care about. It’s the same for a social cause.

Даниил [21.03 16:57]

Социальная реклама часто бывает достаточно натуралистичной и провокационной. Существуют ли гласные или негласные стандарты в социальной рекламе? Существует ли список запрещённых приёмов, которыми нельзя пользоваться ни при каких обстоятельствах?

I think the reason social cause communication tends to be provocative is because the main issue these organizations face is apathy – people don’t fully appreciate how big the problem is and therefore don’t care. The usual response to this is communication that shows the problem in its most disturbing form – "Do care now?!". This is the easy solution. A better solution, but much harder to come by, is to show how the issue is related to the everyday lives of the audience. Doing this creates an emotional connection between the audience and the issue, while shocking messages are more likely to just push people away. After all, it’s human nature to distance ourselves from things we find scary and disturbing.

Александр [19.03 13:23]

Как вы считаете, должно ли качественное содержание социальной рекламы быть исключительно решением рекламного агентства или его заказчика? Ведь эта реклама решает не конкретную коммерческую задачу, а общую социальную? Должна ли такая реклама согласовываться предварительно какой-то общественной институцией с хорошей репутацией? Скажите, известны ли вам примеры в других странах каких-то влиятельных общественных организаций, осуществляющих контроль за рекламой вообще? Спасибо

The job of advertising agencies is change people’s attitudes and behavior – this means creating communication that people respond to, not just creating communication that people like. The truth is, people can’t predict or articulate what they respond to – or even control what they respond to – they just respond. It’s our job to study and understand what’s most likely to get the right response.

Татьяна [22.03 12:09]

Здравствуйте, Шеннон. Каким Вы видете будущее социальной рекламы в интернете? Как вы считаете, должна ли хорошая социальная реклама иметь язык? Благодарю.

Digital media and the social web should be the best thing that ever happened to social cause marketing. With social sites such as как "Вконтакте" and user generated content portals like YouTube, more people have a voice than ever before. And as you’d expect, people use this voice to talk about and share the things that move them emotionally – whether it’s something that makes them laugh, something that makes them cry, or something that makes them angry. Social issues fit naturally into this, which means the job of social cause marketers has changed. It’s no longer about raising awareness or gaining attention for the causes they support; it’s about getting people to participate in the solution, by getting them to talk about and share opinion and information on the issue. And because people generally respect the opinion of their peers more than they respect the opinion of organizations such as the government, this form of communication is far more impactful than traditional PSAs.

At Saatchi Russia we’ve done something along these lines for NGO Doctors Without Borders (MSF) and their B-Side Photography Exhibition, which is currently running at the Moscow Cultural Center in Vizavod. The exhibit is about witnessing the other side of life, the side experienced by the populations in danger that Doctors Without Borders is dedicated to helping. The communication budget was zero! Our idea was to create a sort of online flash-mob using Facebook, by asking those who join to change their profile picture to the back of their head (the other side of them) in support. We also convinced Russian band Tarakany! and French group Tagada Jones to turn their backs to the audience for their final song at a joint concert at Club Tochka. They did so in t-shirts with "B-side" written on the back. We then posted this on YouTube. The idea was also supported through the famous Russian book store, Respublica, and clothing shop Belsole, both of whom, for a whole day, turned the books and clothing in their shop windows around, while displaying a sign for the event. This campaign has just begun, and participation is still quite low, but we think it was the potential to reach good number of people in an impactful way – and without spending a cent. Regardless, it’s an example of the kinds of things we need to be look at doing more of.

Арен [20.03 08:00]

Можно ли совмещать коммерческую рекламу с социальной на правах спонсора.

Absolutely. A brand that’s relevant to the issue can lend credibility to a cause, while dramatically increasing awareness for the issue. A great example of this is Dawn dishwashing soap. Because of its extremely mild formula, Dawn is used by environmentalist to clean oil from animals caught in oil spills. Dawn built off of this with and created an ongoing wildlife fund that people contribute to with purchase.

Александр [18.03 20:38]

И еще один вопрос. В какой стране больше всего уделяют внимания социальной рекламе? Какая тематика социальной рекламы сейчас самая модная на западе? Ведь социальная реклама - это не только антитабачные или антиалкогольные плакаты, но еще и много всего еще

I’ve never seen data on which countries respond most to PSAs, but I think you can assume that social cause marketing is more effective in wealthier countries than in poorer ones. Being in a position to care for other people’s problems instead your own is a luxury; one that most people in poorer countries don’t have. The big topic now is sustainability. Sustainability focuses on what we need to do as people and organizations to assure that our way of life is sustainable, and cuts across most social and economic issues from the depletion of fossil fuels, to the affects of global warming, poverty, etc. The difference between sustainability discussions and previous views on these issues is that sustainably is about correcting these issues, not just because it’s the right thing to do morally, but because it’s the right thing to do economically. By doing so it makes the issues relevant to all of us, and in particular, big business and government, the people most equipped to do something about these issues. A few years ago Saatchi & Saatchi formed Saatchi S, an agency dedicated to advising companies on the subject of sustainability.

Goryainovv@gmail.com [22.03 09:45]

Уважаемый Шеннон! Перекладывается ли в России оплата социальной рекламы на коммерческие организации? Например, на табачные или алкогольные компании? Можно ли крупным коммерческим организациям вменить в обязанность оплачивать социальную рекламу так чтобы это не сказалось отрицательно на потребителях?

I don’t think tobacco and alcohol companies should have to be asked to develop public service announcements, I think they should choose to do so on their own. In my opinion they can’t afford not to. And the tobacco and alcohol companies are not alone here. I think all companies need to be proactive in demonstrating to the world that they’re committed to more than profits. It’s what people are coming to expect and it’s inevitable that it will become an increasingly important factor in people’s purchase decisions as more and more products become commodities.

Goryainovv@gmail.com [22.03 09:45]

Как обстоит ситуация с продакт плейсментом водки и сигарет в отечественном кинематографе?

I hate the idea of regulating art of any kind; but if we’re being brutally honest with ourselves these placements can have an influence. Unfortunately there’s no easy answer to this.

Александр [18.03 20:36]

Уважаемый Шеннон, скажите, пожалуйста, а вам нравится реклама с сигаретой, затушенной о ребенка? Я понимаю, что, наверное, неправильно обсуждать работы коллег, но тем не менее

With billboard advertising you face the challenge of getting your message across with only a visual and few words. This can be very tough and probably explains somewhat why the people who did this ad opted for such a brutal visual image. But I think it misses the mark. I doubt any smoker would see this and believe that what they’re doing when they smoke around a child is anywhere near as bad as this; even if on some level it is. It’s too easy to dismiss this as creative exaggeration, and therefore, it somehow doesn’t hurt as much. Very often fact is more brutal than fiction. I think the real effects of second hand smoke on infants are brutal enough and if this ad was rooted more in the reality of these it would be more impactful.

Сергей [22.03 12:04]

Здравствуйте, Шеннон! На мой взгляд, социальная реклама - следствие развитие коммерческой рекламы: сегодня, рекламируя товары и услуги, рынок рекламирует в первую очередь стили жизни и модели поведения. Но в отличие от коммерческого маркетинга, никакого товара или услуги, сделанного другими людьми мы не получаем (я не беру в расчёт покупку браслетов и шоколадок в пользу обездоленных - это не "чистая" покупка). Всё, что мы получаем - чувство удовлетворения, произведенного нашей собственной душой. Как вы думаете, это преимущество или недостаток социальной рекламы и маркетинга?

The key is not whether we’re getting a tangible good or service from a PSA, it whether or not we’re getting a benefit from it. We buy brands for their benefits, both tangible and intangible. When we buy gum, we buy fresh breath or the confidence to get close to someone. It needs to be the same for PSAs. Asking people to solve an issue, whether it’s alcoholism or global warming, when there’s nothing in it for them is simply naïve. To get people to act on behalf of these issues we need to convince them that there will be a personal benefit to doing so. This is generally a lot harder to do with social issues than it is with consumer products, which is why developing effective social cause communication is so challenging.