There is ample business in doing good things for the world. Regardless of the intention behind supporting projects that make various corners of the world a better place to live, advertising that benefits mankind works. From projects like “Earth Hour,” the single largest symbolic mass participation event in the world—born out of a hope to tackle climate change, to the Unicef Tap Project, bringing clean water to millions of children around the world, advertising can be and definitely is a force for good. Powerful advertising attracts celebrities and their fan base to specific causes and generates positive media attention. It also gets companies noticed while generating sales revenue from consumers eager to support the cause—even if it means buying a brand they wouldn’t normally purchase. Advertising that is a force for good is a win-win for all involved.
Advertising is truly about getting people to where they want to go (you simply nudge them along). In other words, it is about persuasion. Too many advertisers believe it is a force for manipulation, to get people to where you want them to go. Advertising is the ultimate influencer. It is up to you to use the force of advertising for good or evil. If you’re stuck, let me give you some advice— if you use it for evil, you will get caught someday and all your efforts will be for naught. Be a persuader, not a manipulator.
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