Communicating is About Connecting

Posted by Tara Greco

New York Times columnist Nicholas Kristof has been focusing recently on the marketing of causes and social issues. In both his columns and blog posts this past week, Mr. Kristof has cited some examples of good and bad marketing, from his point of view.

Like Mr. Kristof, I believe that marketing, PR and advertising for social issues can either be effective or ineffective—there’s not much middle ground. And, the effectiveness does not necessarily require the latest, cutting edge technologies, or the most-high profile spokesperson.  Messages, regardless of how they are packaged, are successful when they make a personal connection to the listener/reader/viewer.

Communicating is about connecting. Whether you’re selling toothpaste or asking someone to help stop genocide, the message has to show people why what you have to say matters and matters to them. Messages that communicate how or why a product/service/idea impacts “my” life are much more successful in generating action—be it a purchase, a request for more information, or a commitment to give time and money to support a cause.

Humanitarians need to tell the story so that people feel that the child at risk could be right next to them, not a million miles away.

For example, CARE’s  “I am powerful” campaign  conveys a clear, yet inspirational message:
“Your involvement with CARE enables poor women to create lasting change for themselves, their families, and their communities — and ultimately for the world we all share.”

And, Born Learning is a United Way campaign that helps parents and caregivers turn everyday life into fun, learning opportunities for young children. This campaign aims to affect change by inviting everyday people to change how they interact with the children in their care.

What are some other social issue campaigns that effectively make that personal connection with the intended audience?