What is the greatest value of a company or organization? Undoubtedly, its image. It can be built in various ways – through consistent internal communication, visual identity, event sponsorship, or… social campaigns. The latter, often underestimated, not only increases the company’s value, influences its positive perception among consumers, but also publicizes a cause that is beneficial for society. PR is nothing more than shaping the relationship between a company and its environment. Apart from standard activities, a PR specialist often needs to act creatively, resulting in social campaigns. Both in Poland and worldwide, there are more and more of them, and importantly, they are increasingly meaningful – addressing taboo topics as well as issues that part of society is unaware of or forgets. Social campaigns evoke emotions, entertain, and provoke reflection. Here are the most interesting examples from recent months:
POLISH SOCIAL CAMPAIGNS
The campaign “Ojczysty – add to favorites”Ziomal, ziomeczek, ziomalinio, or simply a friend. Knowledge of Polish, in all its forms, fosters understanding between generations. The social-educational campaign prepared by the National Center for Culture is proof of this. Undoubtedly, it shapes the linguistic awareness of Poles and attracts viewers’ attention – not only due to the outstanding actors playing roles: Marian Dziędziel, Ewa Szykulska, and Justyna Suwała, but also because of its original form and the righteousness of its message. The campaign can be watched at the link:https://www.youtube.com/watch?v=cElweY2nrfQ
The “Snap & Seek” campaign “To find missing persons, their faces need to be shown”. International Missing Children’s Day falls exactly on May 25. The creators of the campaign organized by the Itaka Foundation decided to highlight this special day and involve young people in searching for their peers. They chose to use Snapchat for this purpose. Interested participants could download a photo of a missing person, swap faces, and then spread the image along with information about the disappearance. The promotional video for the campaign can be found at the link:https://www.youtube.com/watch?v=ZWH_GOm4flU
INTERNATIONAL SOCIAL CAMPAIGNS
PETA “Behind the Leather”An animal rights organization is opening a leather goods store. Sounds absurd, right? However, contrary to appearances, there is a deeper meaning behind it. PETA decided to teach a lesson to everyone who chooses to buy leather items – wallets, handbags, or shoes. When potential customers wanted to closely examine or try on the products, they saw their interior, including a beating heart and muscle tissues. PETA campaigns are always controversial. “Behind the Leather” can be seen at the link:https://www.youtube.com/watch?v=qs8yqcrqo1s
World Literacy MonthIt turns out that one in five people worldwide, that is as much as 20% of the population, cannot read or write. Burger King decided to draw its customers’ attention to this fact. The burger names were changed in a way that made it impossible to read them. At the same time, the company tested how customers would cope if they were unable to read the names of the products they wanted to buy. Some tried anyway to “decode” the words, others complained about errors in the menu… you can see it at the link:https://www.youtube.com/watch?v=b_7q4vcXva8The campaigns described above aim to draw attention to problems concerning specific social groups. Undoubtedly, they fulfill their role while improving the organization’s image in the eyes of consumers.
Author of the text: Ola
