Picture by the Body Shop.
It pays to be responsible
Community organisations – just like big corporate giants – need to think about the impact of any advertisements their companies put together. By using the learnings (and failings) of large organisations around the areas of corporate social responsibility (CSR) and the impacts of unintended messages we can bring greater benefits to the young people we work with and target.
Through CSR companies have started to become more mindful of their impact on the world, environmentally, socially and ethically. That means rethinking their actions, their sustainability, and their marketing.
Even the most money-motivated CEOs are jumping on the band-wagon–mostly because companies who are considered “irresponsible” now run financial risks. Since the stock exchange introduced the FTSE4Good indexes in 2001, companies have been ranked according to their CSR so investors can decide if they like where their money is going.
In fact, socially-savvy businesses have come up with a new tool to measure their success: the triple bottom-line. Profit, as usual, is one of the lines. Environmental responsibility is also measured to ensure that the resources you use today will be available tomorrow. Social responsibility is the third line, to make sure the people you sold to today like you enough to keep buying and using your services into the future.
Image issues
All this concern for company image has thrown the spotlight on ethical advertising. The “unintended messages” advertisements give us about body image and social behaviour are coming under fire.
In June 2009, Alexandra Shulman, UK editor of Vogue magazine led the charge against fashion companies like Yves St Laurent, Versace and Chanel. Shulman claimed that designers manipulate magazines into using skinny models by only supplying size-zero clothing samples. "We have now reached a point where many of the sample sizes don't comfortably fit even the established star models.” Shulman said. “We are having to use girls with jutting bones and no breasts or hips to fit them."
Image issues are not limited to body shape. David Jones, Barbie Magazine and Disney Girl have all been accused of sexualising children in their ads and media. In 2008, Australia banned the sexualisation of children in advertising. Since children are vulnerable to suggestion, there are now debates over whether it is ethical to target children with any kind of advertising.
While images of children are too sexed up, images of the aged are not sexy enough. Over 50s are mostly depicted as frail, white-haired, and unhealthy in Australian advertising. The OPSO People’s choice Media Awards seek to reward companies whose ads show older people as they really are – active and contributing.
Does my ad look bad in this?
No matter how noble your cause, advertising works by either supplying a need or creating one. Here are some pointers for creating responsible desire in your ads:
1. Keep it positive
Avoid generating negative emotions or experiences. Even if your ad is aimed at creating awareness about a negative situation, there should be a help point, or a positive outcome in sight by the end of the ad. Scare campaigns are not responsible advertising.
2. Say “no” to the status quo
Stereotypes are tempting because they maximise communication and appeal, but think about the behaviour your ad is reinforcing. If you use an overweight actor in a school bullying ad, are you further marginalising overweight children? Challenge stereotypes where you can.
3. Diversity
There’s so much you need to vary: body-types, genders, cultures, lifestyles and sexual orientations. Try to avoid the feeling that these are “token” inclusions. A great way to get around this is to use real people in your ads–ask for permission to resource actors from your staff or volunteers.
4. Message check
Checking for unintended messages is tricky. Get the opinions of people who’ve had distance from the creative process. Use different ways of thinking – put on De Bono’s hats, or hats which represent different interest groups, and imagine how they will interpret your message.
Who does it well?
The stand out for corporate responsibility relating to body image is Dove, with their Campaign for Real Beauty. In partnership with the Butterfly Foundation, they promote diversity, using slogans in their ads such as “wrinkled or wonderful?” and “Does beauty mean looking like everyone else?” Check out their ads here.
To watch an awesome Dove video which shows airbrushing in action, see below:
The Body Shop is also gets two thumbs up for their socially responsibility. As well as campaigns for fair trade and against animal testing, they run Activate Self Esteem. The campaign’s slogan is “There are three billion women in the world who don’t look like supermodels, and only eight who do.” Body Shop models are chosen to represent diverse beauty, and they never airbrush images. Check out their ads here: http://www.thebodyshop.com.au/Content.aspx?Id=137
