Advertising has developed its own reputations of having negative social consequence both intended and unintended. By being aware of such potential negative effects, we can tailor campaigns to be a more positive influence on the community as part of being more socially responsible.
Altruism as a marketing technique and as a creative idea doesn’t just raise money, it enriches our culture. Considering marketing is “the business of generating and spreading thoughts, ideas, images and words”, what we put out there matters and it is impactful on our current culture and future generations. We need to consider the affects our campaigns have on the larger picture of our communities.
A current example of a concept focusing on the idea of altruism is Diesel’s #MakeLoveNotWalls campaign showcasing a short film directed by David Lachapelle. They’re of the latest advertiser to theme its messaging around the idea of a “wall”, in response to Trump’s Immigration Ban and plans to build a wall on the U.S. / Mexican border. #MakeLoveNotWalls is about tearing down the mental and physical walls that separate us, and let all sides come together in the name of unity and love. Diesel wants to tear down these walls showing that a brighter and exciting tomorrow is possible. It not only beautifully makes a positive (though political) statement, it embraces diversity showcasing embraces between couples of opposite and same sexes, couples of different races and religions.
Check out the full campaign here