“But you’re just exploiting the situation and people’s vulnerabilities!” – such accusations are often heard when companies address societal issues, aim to solve related problems, or establish charitable funds. But is leveraging a situation inherently bad? Perhaps it’s an effective way to draw attention to important matters. Let’s look at a few examples of international advertising campaigns and the benefits they brought.
Patagonia
The Patagonia brand has repeatedly used its advertisements not just to sell products but to raise public awareness. It has supported environmental initiatives, protested against fossil fuel usage, and educated people about the impact of dams on nature. This strategy not only enhanced the brand’s authenticity but also boosted its popularity among the public.
Starbucks “EatQual”
The Starbucks “EatQual” campaign in India aimed to reduce social exclusion. Special food products and services were created for people with disabilities, while public communication promoted equality and empathy. This approach showcased the company’s social responsibility and strengthened customer loyalty.
Ariel “#ShareTheLoad”
The Ariel brand has been promoting gender equality for years, encouraging family members to share household chores. The 2022 “#ShareTheLoad” campaign received widespread support on social media, as it resonated deeply with the public’s desire to rethink traditional family roles.
Ad Council
During the pandemic, the Ad Council organized informational campaigns about COVID-19 prevention and the importance of vaccination. By collaborating with renowned influencers and medical experts, the organization helped combat misinformation, reinforced public trust in science, and simultaneously highlighted its values while enhancing its image.
Red Nose Day and Walgreens
The partnership between Red Nose Day and Walgreens aimed to reduce child poverty. During the campaign, people were invited to purchase a red nose, with proceeds going to charity. Social media engagement and influencer involvement effectively spread the message.
These successful examples demonstrate that advertising can serve not only as a business tool to increase awareness and sales but also as a means to highlight critical societal issues and drive social change.
Lithuanian Example: Vitaresta
Our agency employed this rapid-response approach during the pandemic to highlight a vital yet undervalued and often overlooked profession—cleaning staff. Working with the cleaning services company Vitaresta from the start, we aimed to elevate the perception of cleaning professionals. During the pandemic, cleaning tasks surged, and most workers, often older individuals, belonged to high-risk groups. In response, we published a Facebook post on Vitaresta’s page encouraging people to join the cleaning specialist team and appreciate their now-critical work.
The post garnered 700 likes, over 100 shares, and numerous comments, where social media users—including employees of other cleaning companies—expressed their support and shared their thoughts on the situation. Yet, the numbers were not the primary focus. What mattered was the reaction sparked by the Facebook post, which initiated meaningful discussions.
Another step was publishing sponsored articles. Articles like “Thousands of Cleaning Sector Workers Fight the Pandemic” on the 15min platform drew significant attention, featuring insights from Vitaresta representatives and other cleaning companies. Another piece, “Disinfection – the Key Mission During the Coronavirus Outbreak,” received 3,000 views in just 90 minutes—statistics typically seen by the end of the day.
How Can Such Campaigns Benefit Businesses?
Companies that publicly address significant issues become visible and valued. Communicating values and making socially responsible decisions help build an emotional connection with customers, foster loyalty, and shape a positive image within society. People want to support businesses that do more than sell products or services—they want to back those contributing to the greater good. Well-thought-out advertising campaigns can serve as true drivers of change, benefiting both businesses and society.