Tag Archives: joke

CLIC Sargent’s fundraising campaign is a joke

21 Jul

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I’ll keep my intro short and sweet. Non-profit PR is a lot like this summer – hot.

From Macmillan’s social media quick-win to Grassroots’ #StayAlive app, charities are proving that there’s lots of opportunities to raise awareness.

But, when I first read about CLIC Sargent’s campaign, I thought it was having a laugh… and I was right.

Let me explain:

Working with Havas, (a highly-creative media agency which turns brainstorm ideas into a brand reality. I did some work with them for my old client Unilever Food Solutions) CLIC has created a Joke Appeal micro-site encouraging people to submit their best jokes.

Here comes the science:

People then look around the site, find their favourite gag and ‘buy it’ – donating to the cancer charity.

It’s a ‘novel’ concept, not only because it means that everyone can contribute to the charity – financially or not – but it instantly gives CLIC the opportunity to not take itself too seriously. Using well-known comedians to get the ball rolling, the Joke Appeal can literally laugh in the face of cancer – different to Cancer Research‘s ‘aggressive’ approach.

It’s early days for the campaign, but it’s already generated over 240 jokes (Note that the charity is promoting how many jokes it’s received, not money – so it’s not necessarily measuring success against fundraising targets). What’s more, CLIC’s made the most of its existing social media channels to make some noise.

So, as funny as this appeal may seem, this campaign is very serious about engaging the public online.

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Ad slogan ‘Christians make better lovers’ causes underground frenzy

10 Jan

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Take a seat eHarmony, Match.com and Uniform Dating, there’s a new matchmaker in town, Christian Connection, and it’s wasted no time in making itself known in 2014.

The religious dating website may have been around since the millennium but outside of Christian circles, we can assume it’s not had much attention recently.

Launching across the London Underground, it plastered platforms with fun, vibrant slogans such as: ‘Another dating agency? Thank God!’, ‘God knew you would see this’ and ‘Christians make better lovers’ – and it’s certainly got a reaction.

Not only has it featured in The Telegraph, Huffington Post and Christian Today (so cliche) but Twitter is all a flutter with the advertising campaign too. It’s a great PR story in itself! I can’t say I’m surprised – it’s brilliant.

Created by Chas Bayfield, creative director at integrated agency Noah, he’s done what Christians everywhere have been waiting for – a fun, cheeky campaign which says ‘we can take a joke too’.

Of course we know that the term ‘lovers’ has connotations with sex, but hey we don’t have to take it too seriously because we know how to read between the lines and take it to another level. Needless to say Chas has done a great job on this because it instantly invites others – of all faiths – to have a laugh before actually thinking a bit harder about what they want in a partner.

And why has he done such a good job? It’s because Chas isn’t guessing or portraying what he thinks will work well. He’s heavily involved in Cricklewood Baptist Church in London. To me, that’s exciting and very inspiring, and will hopefully encourage more Christian businesses to partner with agencies that know their stuff and won’t shy away from the issue in hand. I know it’s something I aspire to do more of.

It just goes to show that if you have a brave client who has faith in their agency, and both believe in something far bigger than the campaign itself, then it’s definitely going places.

It’s early doors but this could definitely be a contender for the Prime Time Awards in the ‘Worth every penny category’.

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Coca-Cola loses its fizz after insulting customer

22 Sep

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Have you heard the one about Coca-Cola calling one of its customers a ‘retard‘ via its latest promotion?

Ok, maybe you haven’t because it happened in Canada. But here’s what happened:

Blake Loates bought home a bottle of Coca-Cola’s Vitamin Water earlier this week and she was in for a shock when she unscrewed the cap, which read ‘You Retard’ on the inside. Some people may have found it funny (personally I don’t, and even less so coming from a global brand) but Blake certainly didn’t because her sister suffers from cerebral palsy.

Her father wrote a letter of disgust forcing Coca-Cola to own up to its politically incorrect mistake – which it did quite well. But the reason the brand manager (or PR) cited for the inappropriate wording was a language mix up (‘retard’ meaning ‘delayed’ or ‘late’ in French), which relates a wider promotion the brand was running.

The fact that more people may have or will continue to open up the phrase before the manufacturing process is discontinued is shocking – and the fact that Coca-Cola has undone its apology to the family, by not noticing the mistake long before it went public, is dumb.

There’s some small-scale crisis management to be done now, in my opinion, because consumers won’t remember the story being a water bottle lid ‘lost in translation’, it’ll become ‘Coca-Cola calls cerebral palsy teenager a retard’. But for some reason the drinks company has put this issue to the bottom of its ‘to do’ list as it looks to push ahead with its international obesity campaign.

Of course a stunt like this won’t damage a brand like that, but that doesn’t mean that it shouldn’t show empathy. I’d have liked to have seen Coca-Cola show some personality by making the Loates family feel like a valued customer and sending some freebies. Essentially, the company needs the family to publicly say the right things to override the negative comments so everyone can see that the situation was dealt with.

This time, Coca-Cola might not have lost its bottle with the complaint, but it’s certainly lost its fizz.

Would this bad PR put you off your favourite soft drink?

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