The Challenge: One of Planned Parenthood’s goals is to reach out to young adult women as a reproductive health resource. Yet the organization is perceived as a last-resort clinic.
Insight:This audience responds best to open, honest communication about sexuality. Even though the topic is critically important, it’s OK to talk about it in a way that acknowledges that it feels uncomfortable to discuss seriously. Awkward, silly humor that informs is much more likely to stick and spread than another fear-mongering brochure.
Big idea: Establish Planned Parenthood as the organizational equivalent of your smart, understanding and helpful aunt. Make it a place teenagers feel comfortable with and welcome to turn to when they need help but may feel reluctant to seek.
The Work: The resulting campaign, “Take Care Down There,” used cheeky ads in alternative publications, bus stops, bus sides and restroom media to direct young adults to the clinics and to the website, TakeCareDownThere.org. At the site, one sees humorous videos on reproductive health that don’t talk down to our audience.
Results: The website received 60,000 hits in one day, over 100,000 visits in a single weekend and more than 1,500 linking sites. The website and videos were featured on abcnews.com, Fox TV, Gawker blogs and was even hailed by VH1’s Best Week Ever as “totally rad.”
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Leopold Ketel: Everything, forever
https://leoketel.com/wp-content/uploads/2013/07/Kittens.jpg9001288Jeremy Boleskyhttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngJeremy Bolesky2013-07-01 06:00:572019-10-15 05:49:11Not All Taglines Can Be Winners
In a Fast Company article Jerry Ketel wrote with Jody Turner of Culture of Future, they discuss ways to find your keys strengths to move forward in your career and life.
Here’s an excerpt:
The business press loves to create mythic heroes of industry and we love it, too. To a point.
As much as we love a business visionary like, say, Steve Jobs–and we love him to pieces–we are not Steve Jobs, and never could be. Nor should we. All leaders have their own unique talents, which they will use in different ways to bring out the best in themselves and others. Here are 5 ways to discover your own strongest qualities and put them to work in business and in life.
https://leoketel.com/wp-content/uploads/2013/03/clark-kent-shirt-rip.jpg16001271Jerry Ketelhttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngJerry Ketel2013-03-11 21:59:442019-10-15 05:49:145 ways to develop and discover your unique strengths
I love going to dinner parties. It’s easy to strike up a conversation with the ubiquitous question, “What do you do?” because when the question is turned back to me all I have to say is simply, “Advertising.” The conversation then immediately turns to MadMen. Often people want to know if that kind of drama goes on today. Do we still smoke and drink and plot to stab each other in the back? “Why, yes, of course”. From there I can entertain my new friends with at least one story of intrigue and drama in the effort to serve my clients. I light a cigarette for effect.
A good friend has pointed out that MadMen has pulled back the curtain on what goes on in an advertising agency. It’s actually teaching media studies to hundreds of thousands of people — that and how it pays to be a pot smoking, backstabbing egomaniac. Yet what they are teaching is a kind of advertising that is shrinking in size and importance. The days of presenting a television only campaign to a client are far behind many of us. Unfortunately, so is the three martini lunch.
When my dinner companions ask me what sort of campaigns I’m working on, my answer gets them a little deflated. Almost none of it sounds as sexy as a TV campaign. And arguably what my company does today isn’t advertising. Event marketing, social media, iphone apps, guerilla marketing, brand creation, innovation, public relations –– none of this is advertising in the traditional sense but they are the tools we are using with increasing frequency.
Basically, I don’t really think I’m in “advertising.” The word advertising just doesn’t cut it anymore. Problem is, there isn’t another word that works any better without being a little too try-hardy. A few examples: Marketing Communications (too milquetoast), Branding Agency (too amorphous), Next Generation Advertising (whatever), Full service Solutions Agency (including kitchen sinks?). Whenever I hear someone say that they are a Digital Branding Agency, I joke, “Well, we are an Atomic Agency”.
Folks, we need to come up with a new word for advertising. Because advertising itself has been redefined. We need a better word that describes what we do in the 21st century—a word that is just as sexy as the word it is replacing. I’ve spent time on it myself but the best I could come up with was something like Adfurnugen. I need help.
So I propose a contest. I need you to help dream up a new word for advertising. You can enter as many times as you like. A short sentence or two to support your idea would be welcome. The prize? How about a nice dinner for two at Le Pigeon in Portland or Union in Seattle, two of the best restaurants in America. Let’s start a revolution in advertising by giving it a new name altogether. Good luck. And I’m not kidding.
The Give Advertising a New Name Contest
email your new name to [email protected] with the subject: Advertising Contest Deadline March 12th
PAF will declare the winner and bestow the prize at the March program event.
https://leoketel.com/wp-content/uploads/2013/10/Mad-Men-Jon-Hamm-3.jpg11271500Jerry Ketelhttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngJerry Ketel2013-01-15 00:36:012019-10-15 05:49:20Advertising needs a new name