Wiadomo czym są reklamy, maszynką do zarabiania pieniędzy.  W związku z tym wiele z nich, a może nawet większość jest wymyślona i stworzona w taki sposób, żeby osiągać tylko ten cel. Co za tym idzie,  przekłada się to negatywnie, przede wszystkim na ich oryginalność, nie rzadko na jakość, aż w końcu zaczynają być traktowane jako zbędny spam. Na szczęście są tworzone akcje marketingowe zaangażowane społecznie, które niosą jakiś głębszy sens  i potrafią zwrócić na siebie uwagę, tak jak angielski odpowiednik kampanii społecznej – Piłeś? Nie jedź!

O to kilka naprawdę ciekawych przykładów (niestety póki co zagranicznych), jak można poruszyć tematy trudne, ale ważne społecznie w taki sposób, żeby zostały zauważone i zapamiętane.

Zostawiam oryginalne tytuły reklam, bo nie zawsze tłumaczenie będzie brzmiało tak przekonująco, jak oryginał. Zachęcam również do klikania w zdjęcia do pełnego formatu – będzie lepszy efekt.

Reklama społeczna na świecie

Sexual predators can hide in your child’s smartphone

(Pedofile chowają się w smartfonie twojego dziecka)

reklama drukowana ostrzega rodziców

Agencja reklamowa: Herezie, Paris, France

Fotograf: Fabrice Robin


Six out of ten girls are ashamed of their bodies. Mom, join the conversation about the ideals of beauty

(6 z 10 dziewczyn wstydzi się swojego ciała. Mamy, dołączcie do rozmowy na temat ideałów piękna)

outdoor przedstawiający na wielkim billboardzie dziewczynę z nagłówkiem: nie wstydź się swojego ciała

Na największym skrzyżowaniu w Tel Aviv postawiono wielki billboard na rusztowaniu przy budynku. Kampania społeczna miała na celu zwiększyć świadomość na temat problemu niskiej samooceny swojego ciała przez dziewczęta oraz zachęcić matki do konwersacji na ten temat

Agencja reklamowa: McCann Erickson, Tel Aviv, Israel

Fotograf: Ohad Romano


Some things can’t be covered. Fighting women’s abuse together

(Niektórych rzeczy nie da się zasłonić. Walczmy wspólnie przeciwkoprzemocy wobec kobiet)

kampania społeczna dla pobitych kobiet

Ciekawostką jest fakt, iż jest to pierwsza kampania o tej tematyce wyemitowana w Arabii Saudyjskiej, gdzie stosunek do kobiet odbiega niewyobrażalnie od europejskich standardów społecznych.

Agencja reklamowa: Memac Ogilvy, Riyadh, Saudi Arabia

Fotograf: Ali Riffai


Kiss my ass!

Uważajcie, ten spot jest dość mocny, ale żeby się dowiedzieć czego dotyczy, warto poczekać do końca. Możecie się wtedy mocno zdziwić.

Agencja reklamowa: Being, Paris, France

Reżyser: Jeppe Ronde


Some things should never be for sale, but every year over 1.2 million children are sold into slavery

( Niektóre rzeczy nie powinny być na sprzedaż, ale każdego roku ponad 1.2 miliona dzieci jest sprzedawanych do niewoli)

Agencja reklamowa: KBS+, Canada

Reżyser: Ben Gregor


Na koniec, z pozoru nieco lżejsze  i bardziej pozytywne reklamy społeczne i ciągle dotykające zaniedbywanych tematów. Jedna z nich z dedykacją dla męskiego grona czytelników, w końcu też jestem facetem. Nie kupujmy swoim kobietom futer, bo bez nich są zdecydowanie piękniejsze.

Feel Beautiful in Your Own Skin, and Let Animals Keep Theirs

(Poczuj się pięknie we własnej skórze i pozwól zwierzętom zachować ich)

Kampania społeczna PETA, przedstawiająca 4 nagie miss USA, promujące akcje przeciw kupowaniu futra

Fotograf: Fadil Berisha


What on earth are we doing to our planet?

(Co do licha robicie z naszą planetą?)

Reklama z bezradnym lwem, co robisz z naszą planetą

Agencja reklamowa: UncleGrey, Copenhagen/Aarhus. Denmark

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