Magazine article Marketing

Directwatch: Cancer Research UK - 'Smoke-Free Workplaces'

Magazine article Marketing

Directwatch: Cancer Research UK - 'Smoke-Free Workplaces'

Article excerpt

There's a theory I go along with that says we have all become so used to shocking images and stories in the media and even in computer games that we are now unshockable. We are numb to it.

There will always be the exception, where a creative idea is so unexpected that it remains powerful, such as the anti-smoking TV ad that shows toddlers breathing out other peoples' smoke, but each time we see it we are that much more resistant.

The harsh reality is that we are inundated with charity appeals that expect us to act because of our supposed horror, fear or guilt. But it has become formulaic and does not cut through as it once did. To win my attention and, most importantly, my action, the communication, whether it is a TV ad or a piece of direct mail, needs to behave differently from its many competitors - just like in any other category of marketing.

This is the reason for my concern with this door-drop for Cancer Research UK. The headline reads like a typically snappy charity line, just like so many others. So why should I respond to this one rather than them? …

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