We all have seen the commercial for the SPCA, Christian Children’s Fund, and just about every other charitable organization. They show images of sad children, animals that look malnourished and less than ideal loving situations. Often times the ads pull on an emotional cord that urges you to donate to the specific cause they are advocating for. There is nothing wrong with this because that is the purpose of the advertisement.
But, how could these types of organizations use advertising more efficiently?
My answer comes from a commercial put out by Ogilvy Johannesburg for their client Topsy. Topsy’s mission is to partner with rural communities, empowering people infected with, and affected by, HIV and AIDS, through medical care, social support and skills development.
Check out the Topsy commercial:
I believe this commercial is in a different league than the other charitable organization commonly seen on television, because Topsy went in a different direction. Making the ad human and telling a story is what I am referring to.
The ad introduces us to Selinah and we find out she has AIDS. From there we find out that Selinah was brave enough to be filmed for 90 days to show the effects of AIDS. What we don’t realize right away is that the time-lapsed images are in reverse order, and we are seeing how Selinah looked prior to using the services offered by Topsy.
The ad ends with two notes: “The effects of AIDS can be reversed,” and “Help us provide the treatment that can give someone a second chance.”
Selinah’s story does get better. Ogilvy produced a short-film that documented Selinah’s recovery. This added to their use of storytelling, as it allows people to become more involved and attached to the fate of Selinah.
Take a look at Selinah:
The ad is successful because it resonates with us. Even for an unfortunate individual in rural Africa that has AIDS there is hope, and this is witnessed through Selinah’s story.
Jackson Phillips 