One of the most beautiful spots I’ve ever seen.
Posts Tagged ‘advertising’
Embrace Life
Your Very Own Billboard—for $100
Transit Billboard © Stop Shark Finning
Basketball star Yao Ming and I share something in common, and although I’m 6′ 2″, it’s not height. We both abhor the practice of shark finning. If you’re not sure what I’m talking about, let me clarify. Shark fin soup is a Cantonese delicacy that is often served during the holidays or to those elite who can afford it. According to the National Geographic, more than 40 million sharks are caught each year and have their fins sliced off. They are then thrown back into the sea to die. Not only is this industry barbaric and wasteful but it’s detrimental to the ocean’s ecosystem.
Which is why Yao Ming has loaned his face and voice to a billboard and television campaign in China. Anyone can buy a year-long billboard placement at bus shelters or in other high-traffic areas for only $100. The purpose of the ad is to educate people on the issues surrounding shark finning. And after a year, it’s beginning to work.
According to Stop Shark Finning, 19% of those surveyed in Beijing said they remembered the ad. 82% of these respondents agreed to stop or reduce their consumption of shark fin soup. In addition, non-profit organization WildAid has produced television PSAs starring Yao Ming to help support the outdoor campaign. But there’s much work to be done. Shark fin soup is a deep-rooted cultural dish in China and it will take time to spread the message. With some luck, demand will decrease and the killing will slow.
Discovery Channel’s Shark Week
Once again, it’s Shark Week on the Discovery Channel (US). The clever folks there have linked to a Google satellite image of Australia’s Bondi Beach which features a school of sharks just metres away from swimmers. Check it out here.
Just Being There Doesn’t Cut It
Twist Image partner and author of Six Pixels of Separation Mitch Joel wrote an interesting article on his blog yesterday. In it, he asserts that a conversation is NOT a community. He’s quite right. While many clients are starting to recognize that the traditional model of shouting at people about their product has lost its effectiveness, a lesser number truly understand how to change. They may be aware of digital marketing initiatives but are unsure of how to get involved, or simply are not ready to commit. Because there are commitments. In time, money and effort.
Joel suggests a client needs to “make yourself more findable, approachable, likeable and spreadable.” But to do this—and to build a community people want to join—you need to honour your commitments in fostering your brand. Simply having a Facebook page or a Twitter account will not ensure a meaningful conversation with your customers. And meaningful is the metric that will help you grow.
