Lend QLD an ad
In a time where natural disasters are more common than seeing Curtis Stone on your television screen, it is important to take a look at advertising and its relevance to the current Queensland citizen.
Most recently we have witnessed Queensland in the midst of its worst ever flood crisis. Thousands of homes were evacuated, many lives lost and unimaginable destruction across the whole region.
As many of those in the media industry look on at this tragedy with one eye on the television screen and the other on their media plans, one wonders in the midst of all this devastation: is there a better use of utilising the money normally spent in advertising? Is it wise to maintain a steady as she goes approach, ploughing on regardless? Now the ideal, though perhaps altruistic answer, would be for companies to donate all advertising dollars in QLD to the flood appeal.
This isn’t likely due to pre-business economics! But it’s an area we need to look at with cool heads and think rationally about.
It’s safe to say the last thing a local food grocer in Toowoomba wants to know is that he can save money on the latest product X, whilst being ankle deep in raging waters watching his life savings wash down the river.
The easy option would be to pull out all media spend for the forthcoming weeks and wipe our hands clean of any upcoming activity, or we could use this chance to make a difference. Perhaps instead of donating an advertising budget to the flood victims they could provide a service i.e. food, clothing and so on. One brand showing initiative and donating their individual services it could start a domino effect for many more companies.
Avoiding any soppy clichés, this is a chance to make a difference; this flood crisis is a perfect opportunity to use the investment that would have been spent on advertising to be forwarded on to those who need it most. This is a great opportunity for the advertising industry to stand up and be recognised amongst the public and deflect common misconceptions. American ad man James Randolph Adams once said, ‘If advertising had a little more respect for the public, the public would have a lot more respect for advertising.’
So how do we adopt this philanthropic approach and offer a service to the community? Of course it’s a tough pitch. But I think as an industry and as people we need to unite together in these extraordinary times.
Traditionally, advertisers want to be ever present in the consumers mind. However, we need to recognise that currently folks up north have the media at the back of theirs.
During this fragile time the audience will not remember the brands in the form of media but instead they will remember them for their compassion, generosity and readiness to help and the end it will be the reward of giving that really helps the brand. German philosopher Johann Wolfgang Van Goether said, ‘The deed is everything, the glory naught’.
Now, as we know time is money, so it is important to acknowledge those who have led the way so far. A running tally puts Coles donations at $2.3 million, while Woolworths is fast approaching $2 million with many more of Australia’s known brands following suit. Come on, let’s join the fray!
Hugh Cashmore
Match Media