Mike Schalit, Founder of MAL Foundation, the world’s first non-profit ad agency and Chief Creative Officer of BBDO SA
Do marketers and their brands have enough purpose? Are retailers and their services generous enough? And what about our ad agencies? Where exactly are they making a difference with their God-given creative talents? Companies may have the smarts, but are they sufficiently in touch with their hearts?
Are we reaching the point where if brands aren’t imaginative enough with all their communication, especially social responsibility, they will be left behind in the dust and miss the opportunity to create a real competitive edge?
Now more than ever, in the wake of Mandela Day, companies need to take stock of their role in the shaping of society. Especially given the power we are able to wield through creativity in the media and on the streets.
It’s about generous brands that genuinely touch people. Not exactly rocket science to understand that brands with purpose will be rewarded by loyalty at the tills. A brand that enhances communities is a brand that creates a sustainable future – for the people and itself. It’s a perpetuating cycle of good. Basically, doing good is good business.
In a country like South Africa, compared to the more sophisticated established social systems in Europe, there’s more than enough problems staring us in the face – but that’s ample opportunity for companies to find causes they can align their brands to. It’s about matching the brand essence to the problem. The strengths of the brand and what the brand is actually able to deliver can then be leveraged to make a real difference. So hello brand ambassadors: create a deeper understanding of the realities and you can do so much more to make your brand relevant.
In the current absence of any bold leadership in government, advertising can take the lead with its powerful media voice. It’s time that advertising showed its hand as a dynamic, inspirational creative force for influencing and affecting change, rather than being relegated to the mercenary role of product peddler.
So what kind of ‘goodvertising’ are we talking about here? The best and most sustainable example is the much written about Nedbank solar powered billboard that still stands tall today in a school in the Alexander Township, powering up its kitchen, feeding children. The community doesn’t get an ad eyesore but a tummyful. This has created enormous loyalty and affinity for the Nedbank brand.
What a cool wake up call, yes please, we need more projects like this.
Winston Churchill once said, ‘We make a living by what we get. We make a life by what we give’. Those words have never rung more true. There’s a wonderful compelling duality in Make A Living / Make A Life. Although, as duidelik Seffricans, we like to think of it as MAL.
So cmon corporate South Africa, we need a new communications model. We desperately need to leverage the power of ideas to do good – in a commercially viable way. In my humble opinion, it’s the only way forward for brands. So hey people, fellow creative activists, hola corporates – how MAL do you want to be?
Go to www.ideas4good.com <http://www.ideas4good.com/> to get on board or The MAL Foundation facebook (www.facebook.com/pages/MAL-Foundation/139903982758813 <http://www.facebook.com/pages/MAL-Foundation/139903982758813> ). If you want to know more about ideas4good download http://youtu.be/uVdV8GDeqRs
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