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Video marketing komercyjny ma jasno sprecyzowany cel: wywołanie odpowiednich skojarzeń, wprowadzenie w dobry nastrój poprzez scenerię, muzykę czy tworzenie zabawnych historii. Zupełnie inaczej ma się sprawa w przypadku reklamy społecznej.
Reklama społeczna jest komunikatem perswazyjnym, gdyż podobnie jak reklama komercyjna służy informowaniu, ale jej cel obliczony jest na zmianę postawy i zachowania, zmusza do zastanowienia, przemyśleń, często otwiera oczy, co nie bywa miłe. Konsument kocha beztroskę! Reklama społeczna mąci spokój i wywołuje wiele negatywnych emocji. Ten rodzaj reklamy ma charakter awersyjny: smuci, przeraża, mówi o sprawach budzących niepokój.
Przykładem tego typu reklamy – drastycznej i zdecydowanie nieprzyjemnej, daje wyraz spot reklamowy stworzony w ramach kampanii przeciwko molestowaniu seksualnemu dzieci, pod tytułem: Zły dotyk boli przez całe życie.
W marcu 2008 roku niemiecka organizacja Dunkelziffer, zajmująca się pomocą dzieciom wykorzystywanym seksualnie, wraz z agencją Red Rabbit prowadziła kampanię „Tentacle” (Macki), nagrodzoną później na Festiwalu Reklamy w Cannes Brązowym Lwem.
Zaledwie kilka dni temu z kolei, organizacja Greenpeace Polska opublikowała raport, z którego wynika, że jeden z największych na świecie producentów produktów spożywczych, firma Nestlé, przyczynia się do destrukcji lasów deszczowych Indonezji, co grozi wymarciem żyjących tam orangutanów. Dzieje się tak, w wyniku rabunkowej wycinki drzew pod uprawę palm olejowych. Olej palmowy z niej pozyskiwany jest jednym z głównych składników, m.in. batona Kit Kat. Jednocześnie w sieci pojawił się kontrowersyjny klip, ukazujący prawdziwy koszt produkcji tych popularnych na całym świecie słodyczy.
Krótko ujmując, reklama społeczna to taki rodzaj reklamy, który za cel obejmuje wywołanie zmian społecznie pożądanych.
Kolejnym przykładem tego typu reklamy niech będzie film „The Cut („Cięcie), od początku kwietnia br. prezentowany w telewizyjnych i kinowych blokach reklamowych oraz w Internecie. Reklama ta jest owocem współpracy znanych brytyjskich artystów. Oprócz Knightley wymienić należy przede wszystkim reżysera Joego Wrighta. Organizacją projektu zajęła się bezpłatnie agencja Grey London, z udziałem firmy D.A.B. Hand Media jako producenta. „The Cut prowokuje i zmusza do uwagi zarówno dzięki pomysłowemu scenariuszowi, jak i osobie głównej bohaterki.
Kolejny przykład, zgoła odmienny, bo w ramach tak zwanej kampanii profrekwencyjnej - na rzecz udziału w wyborach 2007 r. – to spot pod hasłem „Zmień kraj. Idź na wybory”. Tu także chodzi o społeczną kampanię, a przygotowały ją m.in.: Instytut Spraw Publicznych, Forum Obywatelskiego Rozwoju, Fundacja im. Batorego i kilkadziesiąt organizacji pozarządowych. Akcję wsparły także opiniotwórcze media, takie jak: „Dziennik”, „Gazeta Wyborcza”, radio ZET, RMF FM, Polsat i TVN. Celem kampanii było oczywiście nakłonienie Polaków, by na wybory szli tłumnie jak inni Europejczycy.
Jak widać, reklama społeczna to jeden z elementów bardzo złożonego zjawiska, jakim jest marketing społeczny. Celem większości reklam komercyjnych jest zachęcenie konsumenta do zmiany używanej marki (często zakłamane). Taka zmiana nie jest głęboką zmianą danej postawy. Ponadto, w tym przypadku, celem jej, nie jest zachowanie, a jedynie zmiana sposobu realizacji danego zachowania.
Inaczej to wygląda w reklamach społecznych, które starają się wpływać na silniejsze i bardziej stabilne postawy. Ich celem zazwyczaj jest zmiana postawy ideologicznej czy etycznej na zgoła przeciwną, bądź choćby nawet prozaiczna zmiana dotychczasowego zachowania – dla przykładu: zmiana agresywnej jazdy samochodem na bezpieczną.
Reasumując, przy tworzeniu kampanii społecznych należy pamiętać, że reklama powinna współgrać z pozostałymi elementami mieszanki marketingowej. Kampanie społeczne bazujące tylko na reklamie mają niewielką szansę odniesienia skutku. Ludzi nie wystarczy bowiem przekonać, że określone zachowanie jest pożądane lub nie – należy im również podsunąć sposoby rozwiązania danego problemu oraz ułatwić dostęp do tych rozwiązań.
Należy o tym pamiętać!
Przypisy:
Co to jest reklama społeczna / Dominika Maison § Norbert Maliszewski.
cudowna Keira! Takie reklamy faktycznie mają moc, bo co tam jakaś pani stasia – przekaz musi mieć nośnik odpowiedni. z ostatnich reklam podobała mi sie kampania „rybna” – tzn jej przekaz jest bzdurą, ale była fajnie zrobiona – lekko, dowcipnie, z dystansem. Jednak najbardziej w pamięć zapadają skrajności – albo straszne/dramatyczne, albo zabawne.
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