Web Banner seem to be designed for aggressive, competitive publicity. They’re bright and, when well done (taking into account design, message, location, volume and such)they send the message through massively and accurately. A marketing campaign should always consider the use of these because they get your customers clicking. However, there is an aspect to banners that hasn’t been exploited deeply yet: institutional campaigns.
So far, we have focused (not only in this blog, but within the complex machinery of many marketing agencies) on advertisement. We breathe and sweat ads at this point and we have to make sure that our products and services reach the last of the people that make our target. But sometimes it can’t be all about selling and buying. Some messages must get through not because of their impact or the products they support, but these must be delivered to the population in order to improve everyone’s quality of life.
Like any good advice, institutional publicity tends to be overlooked since, to most, is biased. Can we actually believe that there is nothing but good intentions and public concern underneath these campaigns? Barely. Ever since the Dawn of Marketing, these ads have been used to promote big names. It’s part of the structure of a corporate design: associate your name to certain campaigns. Like they say, there is nothing for free.
There are non-profit organizations out there that need to reach people in ways old-fashioned marketing can’t: they need to touch their hearts and souls. You think that’s hard?
It’s even harder online.
It’s happened to many of us: we get tons of trash e-mails from dubious institutions that ask for a fee that’s destined to contribute to an even more dubious cause. What is more enraging: these e-mails have travelled the world several times, for several years. No news of these causes were had afterwards and many were fooled. People look at this kind of online advertisement with disbelief, so it becomes a heroic task to build up some kind of trust for the institutions that are actually looking forward to make a change.
What can be done, then? Is there a way to share this message without stumbling upon everyone’s biases about institutional ads?
Certainly:
Always remember that it’s the message, not the institution, what matters. Keep corporate images on a low, subliminal profile and highlight the main aspects of the campaign.
Don’t try to get teary-eyed audiences. Manipulating the psyche of people is unethical and it will only detract from the importance of the message. Some associations resort to sensationalist contents in order to persuade (even harrass) people. It’s a disrespectful practice that blurs the sense of urgency and seriousness.
Deliver useful, accountable information. Crowds easily engage in alarm mode (remember the Y2K paranoia?). So, instead of alarming people into panic, give concise information and useful, easy-to-follow indications in case these are needed.
Be clear. If we have emphasized the need of a call-to-action in this blog, we want to capsize it today: BE CLEAR. If there is any way to collaborate, share this information, get more facts and details, the call-to-action part of the ban must be pristine. Short, accurate indications that guide people.
Don’t be afraid to give. As counterproductive as this might sound, don’t be afraid to give. This is probably one of the weirdest places to find this kind of advice, but we have in our hands an amazing tool that reaches easily and massively different kinds of people. There is a responsibility we share and it’s never too little to help others. There are trustworthy, hard-working institutions and associations out there that need your help. If there is anything you can do and if you have both the facts and the means to help, then do so.
The Internet used to be a sterile, cold channel for limited media. Technology made it more like it is nowadays. People all over the world use it to browse and research information about not only products and services, but they’re hoping for solutions. We are far away from being connected to deeper levels of consciousness, but we can use the ones we’re familiar with in order to help those in real need. Perhaps we can make the Internet a bit more human to all of us.
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