An increasing number of organisations are using social dimensional appeals in their advertisements. However, not all of them are successful. What should be the message strategy behind such campaigns? Essentially, any cause has to be handled with immense sensitivity. While there may not be enough relevance between the advertised brand and the cause, an effort should be made to establish such a connect. Ultimately, two things should happen: one, the consumers must develop a positive attitude towards the brand, and two, there should be awareness created about the cause. According to David Ogilvy’s contemporary, Howard Gossage, “Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes.

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