Racism Isn’t Pretty

Adrants highlights a compelling new anti-racism campaign by Saatchi & Saatchi. It uses a great metaphor to get the point across.

Much like the Campaign for Real Beauty from Dove, both executions use a common advertising archetype (always using beautiful people in ads) to create memorable counterpoints.

Good cause marketing like this gets substantial additional exposure when mainstream media and consumer-generated media spread the word offline and online. Sooner or later the idea is to get the most powerful media channel in action: word of mouth. This isn’t cheap or easy, but when it works it can create profound results. Check out the effect Product(RED) is already having for people in Rwanda and Swaziland. Product(RED) is an excellent example of a recent cause-marketing campaign that generated an impressive amount of word-of-mouth buzz.