Anti-Consumption Campaign 2007

"Black Friday" is a term I'll bet every American is familiar with.The Friday after Thanksgiving, a day when stores happily throw their doors open at ungodly hours of the early morning to swarms of waiting customers anxiously ready to kick start their holiday shopping. Black Friday is not an official holiday, but is the busiest shopping day in the United States. In some cities it is not uncommon to see shoppers lined up hours before the stores holding big sales open. Once inside, shoppers often rush through shoulder-to-shoulder crowds to grab for sale items, snatching up whatever deal they can find.

Personally, I find the concept of this frenzy absurd and hard to grasp. The holiday season and all its messages of peace, love and hope seem to get lost within the long lists of what to buy, what to give and what to get. As soon as Halloween is over, Christmas lights go up, turning the Holidays into one giant commercial.
To fight against this massive commercial pushing the public to consume, consume, consume, Canadian magazine ADBUSTERS has organized International Buy Nothing Day, an annual protest against consumption held globally on November 24th.

According to Tom Liacas, Adbuster's campaign manager, the annual protest is meant to generate discussion about the place of consumerism in our culture and the ethical and ecological ramifications of overconsumption. He adds the sobering fact that the First World makes up only 20 per cent of the world's population, yet consumes 80 per cent of its resources. We accelerate the world's depleting resource crisis by buying things we don't need, he says, calling the Christmas advertising season a "nasty cycle." He's right. The way our economy is set up, corporations need to increase profit -- so, the earlier they advertise, the sooner consumers will hit the stores and open their wallets. People spend more at this time of year then any other, often loading up on gifts because they think that's what Christmas is about.

ADBUSTERS.org explains that Buy Nothing Christmas is not really about refusing to spend a dime over the holiday season. It’s about taking a deep breath and deciding to opt out of the hype‚ the overcrowded malls‚ and the stressful to–do lists. It’s about reminding ourselves to really think about what we are buying‚ why we are buying it‚ and whether we really need it at all.

This thought process is absolutely necessary for everyone to go through before they purchase anything. I can't think of a single person I know who doesn't already have (and freely admit) that they have too much stuff. Yet still, we want more, continuing the cycle of consumption.

To make this movement strong, Adbusters has created a campaign utilizing print, video, word-of-mouth, and the internet to spread their message of anti-consumption. The overall message of the print executions bring attention to the day, yet there is no strong call to action. In the ad pictured (above) the only copy is the name of the ad, the date, and a link to adbusters. I think Adbusters could see more success if readers were faced with the harsh ramifications such consumption can have or at least given a more serious message.

The video advertisements (below) are a bit stronger, calling forth statistics and comparisons regarding the purchases, consumption patterns, and resource use of North Americans (the U.S. and Canada). These commercials, however, have been hard for Adbusters to place. According to their website, year after year Adbusters has tried unsuccessfully to buy airtime from major American networks to get this public service message out. Regarding this years "North American Piggy" PSA, MTV has refused to air the message claiming that the public service video messages are not "appropriate" for their viewers.

Adbusters has also organized various guerrilla tactics aimed at bringing the movement right to consumers. "Credit card cut up" encourages volunteers to stand in a shopping mall with a pair of scissors and a sign offering a simple service: to put an end to extortionate interest rates and mounting debt with one considerate cut. "Whirl-Mart," another tactic, markets itself as most likely to anger security personnel. Those interested are encouraged to silently drive your shopping carts around in a long conga line without actually buying anything.

I find Adbusters suggestions hilarious and different. These are fresh ways to protest against the consumer status quo. Buy Nothing Day is extremely organized and I think it would be great if it could gain more momentum as a campaign, perhaps breaking the pattern of Black Friday consumption. The overall messages of the holiday season seem lost in the frenzy for more stuff. Natural resources are depleting and the reality of it is often obscured by alternate agendas; any messages promoting the reversal of this are welcome in my book.

The first Buy Nothing Day was organized in Vancouver Canada in September 1993 as a day for society to examine the issue of over-consumption. 5 Years later, it was moved to the Friday after American Thanksgiving, also known as Black Friday, the busiest shopping day in the U.S. Outside of North America, Buy Nothing Day is celebrated on the 24th of every November. The campaign has spread over the years, appearing in over 65 countries including, the U.S., the U.K., Isreal, Germany, New Zealand, Japan, and Norway.

Information in this article came from the Adbusters website, check it out and join the movement.

"Access – Success – Growth"

Access, success and growth are three themes defining FedEx's new advertising campaign launched this week in the UK, France, Germany and India. The campaign, created by BBDO Worldwide, highlights how the global delivery company can help customers access market opportunities and better their business possibilities.

A Marketing Week news article describes FedEx's new push as an aim to show how FedEx can enable companies to "realize potential opportunities - whether those prospects are in their local communities or around the globe."
FedEx wishes their campaign to be seen as a continuation of the company's already strong legacy, while also reinforcing their commitment to delivering an outstanding and consistent experience for costumers all over the world.

The ads are simple, highlighting in both copy and graphic how much FedEx really works for you. With over 280,000 "team members" working to help businesses deliver their products quickly, consistently and with ease. The simple copy explains what the viewer sees occurring on the page: the FedEx team working on the project from the moment the order is placed to the moment it is received by the customer. FedEx is a company that works for you, enabling you to access more customers, generate success, and bring growth and development to your company.

This campaign could not have come at a better time. FedEx is targeting the needs of businesses, stressing their ability to help reach more consumers. The holiday season is a key time for businesses to reach more people, increase their networks, and drive sales home,as almost every one is in the "spirit" of buying more, sending more and growing more. With increased web-use and the ease of the internet over shopping malls and long lines, FedEx is utilizing online shopping and stressing that they are the company best suited to deliver the goods. This campaign also reminds consumers everywhere that FedEx is a reliable and global way to send, a great message to hear at a time when mail deliveries are at their highest.

The initial launch features four print and online executions in multiple languages. In addition to print ads in traditional press, an online campaign will be launched featuring a "behind the scenes" story of the ads. Future advertisements are planned to launch in additional key markets such as Italy, China, Taiwan, Mexico, Japan, and Brazil.

Access more Ads or Experience FedEx for yourself.
Additional information in this article came from FedEx.com

It's not happening here, but it's happening now

Human rights are restricted, lost, or non-existent in almost every corner of the world. This is a bitter reality for so many, and unfortunately a mystery for so many others. We all face these problems collectively, but many are so far distanced from the issues they lack the awareness and compassion necessary for change.

Although this is post does not bring attention to a new advertising campaign, I find the brilliance and message of it too strong to ignore. In Spring 2006, Amnesty International Switzerland, broke a new outdoor campaign using the tag line, "It's not happening here, but it's happening now."

Sobering images of countless human violations are depicted on transparent billboards, showing people what is going on in the world, even if it's not happening in front of them at the bus stop. The ads portray issues happening all over the world, in countries like Iraq, China and Sudan.

With this campaign, Amnesty International has tried to raise awareness and discussion about social issues and additionally called to the importance of working for human rights.

The central mission of Amnesty International is to uncover, document and bring attention to violations of human rights. The hope is that if many people know what is going on in other places, they will collectively become involved and work towards change. There are many different forms of human rights violations, and although all involve different sets of circumstances, one thing remains constant: people are victimized. This campaign names names, showing what really happens in the places we can so easily avoid.

The placement of the images on transparent billboards seems brilliantly strategic, highlighting the lack of transparency regarding world issues today. If you aren't involved or actively searching through the news on a daily basis, it becomes very easy to ignore what's occurring. Amnesty International wants to make the view a little less cloudy. Images of the sad reality many people face on a daily basis may be a bit hard to swallow on the morning commute, but it's an even harder experience for those who are actually living through it. It's a pity this campaign didn't launch globally. The global world may not want to see such stark messages, but this is not the issue. Those who face the sad realities of the world should not be silenced by naivety and ignorance any longer.

If we are moving towards a society where nations are all linked together by a complex web of businesses, networks, and ideas, then surely we need to also be linked through compassion and a desire to help. If more of these advertisements were displayed globally, it would seem impossible to stand at a bus stop and not feel the need to change things in some way.

Make a change, learn what's going on in the world.

Crossing the Border with AT&T

AT&T's new ad campaign features a series of Spanish TV ads targeting Latinos during the holiday season. AT&T hopes to reach this group at a time when they will be reaching out to loved ones with new phones and international calls. The ads are designed to show Hispanic consumers the products and services that will help keep them connected with their families and friends -- especially during the holiday season.

Ads will feature prominent Latino celebrities, including Gloria Estefan, Univision entertainment reporters Raul de Molina and Lili Estefan of the program El Gordo y la Flaca, and mexican actress Angelica Vale, best known for her starring role in the telenovela La Fea Mas Bella.

Each of the ads talks up a different aspect of the AT&T plan, but the two most marketable services offered have to be the AT&T World Connect Mexico calling plan; and AT&T's GoPhone, the pay-as-you-go service that gives consumers the option of purchasing a reload card with a preloaded dollar amount, deducted from an account; or a prepaid plan, similar to most calling services that are billed every month. Both promotions highlight the AT&T's newest feature: roaming capability in Mexico for 99 cents per minute. According to Roberto Garcia, executive director of Hispanic Marketing at AT&T, users can cross the border and use their phone while in Mexico. For people who live and work on the border, traveling back and forth between the United States and Mexico every day, this option is ideal.

I really like what AT&T is doing with international phone capabilities. It's annoying that mobile services doesn't automatically cross national borders, requiring new phone purchases for prolonged travel. AT&T has really reached the Hispanic market by offering a package that enables them to travel, work, and stay connected.
The GoPhone campaign launches on November 15 in key border cities like San Diego, Tucson, and San Antonio.

Information from this article came from this article in Adweek.

Europe Driving the Environmental Ad Movement

If the European Parliament's recent proposal on car advertisements passes, then car ads in countries belonging to the European Union will begin carrying interesting safety warnings. Not about crash-test ratings or airbag effectiveness, these ads will be informing consumers of environmental impact and emission information.

According to NYTimes article, Europe Proposes Warnings for Auto Ads, this plan proposes that 20 percent of the space or time in any auto ad has to be set aside for information regarding fuel consumption and carbon dioxide emissions -- both contributors to global climate change.

Although the Times points out that Parliament does not hold much real lawmaking power and cannot actually initiate legislation, automakers and their ad agencies are still taking this proposal very seriously. They fear that with more restrictions, advertising for their cars may begin to disappear from the public just as tobacco ads--completely eliminated across Europe-- and junk food ads have.

The European Association of Communications Agencies claims that more than $8.6 billion a year is spent annually on car advertising in Western Europe. Lobbyists against the new proposal feel that, if passed, the new legislation would hurt many, including car makers, ad agencies and media owners.

According to Peta Buscombe, chief executive of the Advertising Association in Britain, Parliament's proposals aim to deter car manufacturers from advertising, which will have a damaging effect on media companies that rely on the ads for revenue.

Buscombe claims that the warnings will probably not have much effect on consumer attitudes, but those in favor of the proposal think labels could make a difference. Chris Davies, a British member of the Parliament, wants to change the message auto ads now seem to be sending, which entice consumers to buy "bigger, faster, more gas-guzzling cars than they need."

With the new legislation, supporters are trying to get car companies to compete based on environmental information about their cars, rather than based on power, speed and appearance.

Examples of environmentally-focused car advertising has been created, seen in the Honda advertisement below. The issue appears to be that only some car companies, like Honda, actually have selling points on this issue, which could potentially hurt makers of large, inefficient cars.

Based on their own terms, the auto industry has pledged to enact voluntary guidelines for car advertising, monitored by industry-financed advertising-standards organizations. This type of regulation has been adopted across Europe in an effort to prevent restrictions on all types of advertising, but the European Parliament claims to have no confidence in the effectiveness of these guidelines.

The truth of the matter is, cars do make a large environmental impact on the world, adding greatly to the acceleration of global climate change. Advertising agencies and car companies claim they are being made a scapegoat in this situation, but all this legislation aims to do is better inform consumers looking to make a more conscious purchase. It seems as if car makers are much more concerned with how these regulations with effect the sales of their "bigger, faster, gas-guzzling" machines.

It's no secret cars harm the environment, so what is wrong with a company being proactive and informing loyal consumers about the impact of their purchases, especially if they are going to be buying the car anyway? Regulations on tobacco and food advertising have definitely had an impact on advertising in the industry, but messages highlighting gas emissions seem completely different then stories relating to black lungs and obese infants. It seems as if the companies most concerned with this legislation are the makers of the big, gas-guzzling vehicles who don't want to spend the money to advertise bad news. In this situation, isn't the more environmentally-friendly car a better decision anyway?

Read more about this topic here.