The Salvation Army in South Africa has launched an online and print advertising campaign connecting the recent dress internet meme with their support for people affected by domestic violence. The black and blue dress seen by many as white and gold had millions of people wondering why so many saw different colours. The Salvation Army ad shows a woman wearing a white and gold dress, with bruises on her face and legs. “Why is it so hard to see black and blue? One in 6 women are victims of abuse.” Beneath that a caption reads: “The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women.” The campaign includes the logo for Carehaven, the Salvation Army home for abused women and children.
Ad Council has launched “Love Has No Labels”, an integrated campaign designed to challenge bias relating to sexual orientation, gender, race, age, disability and religion. Timed to coincide with the 50th anniversary of the Selma March (March 7-25, 1965), the campaign is centred on a PSA filmed at a live event in Santa Monica on Valentine’s Day 2015. A large x-ray screen is turned on to reveal two skeletons embracing and dancing. As the skeletons separate and walk out from behind the screen, the audience discovers who they really are. This reveal happens a number of times, each with a new set of skeletons highlighting different pairings of gender, race, sexual orientation, religion, ability and age to challenge the viewers’ expectation and encourage them to take a closer look at their own implicit bias.
Procter & Gamble has released “Always Like A Girl Stronger Together”, a sequel to the 2014 “#likeagirl” campaign, timed to coincide with International Women’s Day on 8 March. The Always commercial celebrates a range of female achievements, including that of Olympic ice hockey star Hilary Knight, who broke gender barriers in the sport allowing her to compete against top male athletes from around the world. r mission to build girls’ confidence at puberty and make the phrase #LikeAGirl mean amazing things. The video encourages females across the globe to come together and show all the awesome things they do “like a girl.”
Yokohama City Board of Education (YCBE) worked with a Dentsu Tokyo creative team to recruit librarians. Yokohama City in Japan has librarians at elementary schools so that kids will interact with books more. A Dentsu Tokyo creative team took up the challenge to recruit librarians who understand the value of books. They wanted to redefine the role of a librarian to be seen as a job that opens new possibilities for children, helping their mind grow. The campaign saw applications increase by 150% compared to last year.
Jeff Goldblum is appearing in an Apartments.com campaign as Brad Bellflower, the eccentric Silicon Valley caricature futurist behind the completely redesigned Apartments.com search site. Using a Web 5.0 look and feel to emphasize the benefits of the new Apartments.com experience, the integrated campaign thematically leverages the lofty tag line: “Change your apartment. Change the world.” to irreverently communicate the company’s commitment to meeting the needs of renters rather than catering primarily to landlords as rental websites have done in the past. Film elements in the campaign have begun with “Launch”, a 30 second television and 60 second digital commercial, to be followed up with seven unique spots. Digital and social are deeply woven into the launch and sustaining strategies for Apartments.com, including extensive investments in search and high-impact homepage activations across CNN, Gizmodo, Lifehacker, Yahoo and YouTube.