25 Advertising Campaigns That Inspire Social Good

A company's decision to align with good causes usually happens for one of two reasons: wanting to reinvigorate their brand through appearing philanthropic and conscientious or wanting to affect real, worldwide change. The best case scenario is when they are both at the root of a brand and their campaigns.

"Social good" encompasses a lot in this day and age—environmental concern, community re-invigoration, efforts to eliminate poverty, animal protection, civil rights, gay rights, and more. Throughout recent years, many advertising campaigns have inspired social good through a variety of online and offline efforts. It reminds us of the importance beyond consumption and how great design and brilliant execution can show us what's truly important.

We chose our selections from the October 2012 release of Goodvertising: Creative advertising That Cares by Thomas Kolster, published by Thames & Hudson. Ours are only 25 of the hundreds the book offers, so we highly recommend that you purchase it for yourself.

25 Advertising Campaigns That Inspire Social Good

RELATED: Rob Heppler's 25 Favorite Print Advertisements

Brand: Nike

The World Cup is one of the most viewed sporting events in the entire world, but we bet that few viewers considered the material Nike used to create their 2010 jerseys. Normally polyester, the jerseys were woven from yarn produced by melting over 13 million plastic bottles. In an effort to reduce pollution worldwide, Nike sourced an amount of plastic bottles equivalent to almost 560,000 pounds from landfill sites in Japan and Taiwan promoting recycled waste and a "clean" brand name.

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(page 33 in Goodvertising)

Client: Domino's Pizza

Agency: Crispin Porter

Domino's employed the "Pizza Turnaround" campaign in an effort to involve customers in the reincarnation of their pizza recipe. Encouraging dissatisfied customers to take photos of their less-than-extraordinary pizzas and post them in a forum online, Domino's opened up the floor to harsh criticism. With a hands-on approach that included an online tracking system and commercials featuring product managers and executive Domino's chefs, the company made the consumer feel as if he or she was in control of their pizza experience, ultimately leading to a sharp increase in sales.

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(page 24 in Goodvertising)

Client: NZ Transport Agency

Agency: Clemenger BBDO

We often hear stories of car accidents caused by drivers falling asleep at the wheel, resulting in tragic injuries or even death. NZ Transport Agency brought this sentiment to life in their ad campaign "Sleep Before You Drive" pictured nasty car accidents with dismantled bodies and blood splatter, only instead of a car it was a bed crumpled on the side of the road. NZ Transport Agency used the image of a bed, normally associated with a level of comfort, and altered the meaning we associate with it for this specific to effectively persuade viewers that sleep, or lack thereof, can put us in danger.

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(page 61 in Goodvertising)

Client: Ben & Jerry's

Agency: NZ Transport Agency

For an entire month, Ben & Jerry's renamed their regular "Chubby Hubby" ice cream to "Hubby Hubby" in support of Vermont's passing of a law that allowed same-sex marriage. The campaign was effective in that it supported a certain position with a subtle name-change of an ice cream flavor, while also presenting Ben & Jerry's as an equal rights activist.

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(page 79 in Goodvertising)

Client: Asics

Agency: Babel

In their campaign "Boots Against Racism" Asics used the sport of soccer, or football, as a unifying force contributing to the destruction of racism. The advertisement pictures famous footballer Sabastian Abreu wearing one black cleat and one white cleat with the caption "El Loco Abreu will play with these boots. Because racism shouldn't win." By using a notable figure, the ad appeals to any fan of Abreu's, or any football fan for that matter, essentially saying that if you love football like this man does, then you don't support racism, pushing Asics as a unifying ground between football fans.

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(page 71 in Goodvertising)

Client: watchyourdrink.com

Agency: TBWA

Drink umbrellas usually conjure up a relaxing image on a beach or a laid back party atmosphere. However, that is not the case for watchyourdrink.com's Drug Rape Awareness Umbrella, which you might be surprised to find in your beverage. This campaign used drink umbrellas, which read, "This is how easy it is to spike your drink," placed covertly in abandoned drinks when bar patrons are not looking. The campaign is simple yet effective in causing the drink owner to wonder who could have mysteriously left this umbrella, while also persuading them to keep a closer eye on who exactly has access to it at any given point in the night.

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(page 74 in Goodvertising)

Client: Vestas

Agency: Droga5

Vestas' WindMade labeling, the first of its kind, gave eco-friendly shoppers an opportunity to make the conscious decision of rewarding brands that use wind energy in the production of their goods. The WindMade labeling program allowed consumers to see how much clean energy was being used in specific products and endorse goods based on their "energy ingredients." Through their WindMade program, Vestas raised awareness to the important use of clean energy and pushed the message on other companies, thereby reducing pollution and reinforcing the idea of "going green."

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(page 29 in Goodvertising)

Client: St.John Ambulance

Agency: BBH

St. John Ambulance appealed to viewers' sensitive side with their campaign entitled "The Difference." The company, in an effort to promote the knowledge of first aid amongst adults, used a photo of a dead child and a fake obituary, incorporating shock value in insisting that the fictional child would have survived choking on a grape, if only Dad had known first aid. "But Dad didn't know," reads the last line in the obituary effectively leaving the viewer with an unsettling feeling that pushes him or her to learn proper safety procedures.

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(page 37 in Goodvertising)

Client: Amnesty International

Agency: TBWA

In 2007, Amnesty International, a human rights organization, used a powerful animated short that shows figures being tortured, held captive, or in war. The figures are saved when they sign their signature, magically creating a vehicle leading them to safety. Throughout the short, Amnesty International reminds us that even in the midst of such a big world, one person can still make a difference, encouraging people to believe in the power of their signatures and petitions protecting human rights.

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(page 43 in Goodvertising)

Client: Children Of the World

Agency: Contract Advertising

The many children living in poverty are an ongoing struggle across the globe, but Children of the World took a hands on approach in New Delhi with their Help Me Read This campaign. Nearly all of the children who sell newspapers in the streets of New Delhi are unable to read the very product they spend their day promoting. The Help Me Read This Campaign promoted an increase in child literacy in New Delhi by attaching a yellow pamphlet on the front of the paper saying HELP ME READ THIS, persuading patrons to donate their time as a tutor or sponsor an illiterate child.

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(page 46 in Goodvertising)

Brand/Director: Jason Zada

The power of the Internet and social media overwhelms us in the 21st century. In an interactive app from digital director Jason Zada, Facebook users are presented with an option to "Take This Lollipop," which in turn will lead them on a personalized interactive journey featuring a frightening-looking stalker on the other side of the computer who—just from a photo—narrows down your information until he is parked outside of your house. Zada personalizes this fake video in a successful attempt to remind users of the dangerous possibilities involving social media.

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(page 49 in Goodvertising)

Client: Save The Children

Agency: Lowe Brindfors

With most advertisements being geared towards citizens living a "privileged" lifestyle relative to the rest of humanity, Save The Children puts this into perspective in their "Lottery of Life" campaign, picturing a modest, comfortable life on one side of a billboard, accompanied by harsh landscapes from presumably third world countries on the other side. It shows children running through mine fields and firing automatic weapons in an effort to raise awareness for the living conditions of children who are less fortunate, while also reminding the target audience of what they have to appreciate and pushing them to give back some of their good fortune.

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(page 50 in Goodvertising)

Client: QUIT

Agency: Saatchi & Saatchi

In a big city, it is quite commonplace to see a sidewalk littered with cigarettes flicked on the street when passing by the casual smoker. However, once a smoking ban was issued in the UK cigarette disposal bins sponsored by the anti smoking agency, QUIT became a staple of most street corners. These cigarette disposals were unique in that they featured a transparent set of lungs painted on the front, which filled up with cigarettes as smokers tossed their buts, providing a harsh visual to remind these people of the harm they were causing to their body.

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(page 56 in Goodvertising)

Client: Tropicana

Agency: DDB

Have you ever seen a billboard powered by oranges? Well neither have we, but Tropicana created one in Paris powered only off of the acidic juices in their oranges. The billboard had no connection to a power grid—only wires stuck inside the oranges connected to zinc and copper electrodes. This campaign successfully incorporates a level of shock value, but also guarantees that Tropicana lives up to its promise of providing the freshest juices to its consumers.

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(page 81 in Goodvertising)

Client: Aicmed

Agency: Ogilvy

Kids are fascinated relatively easily, especially when it comes to sweets and sugars. Aicmed, an Indian company focused on environmental preservation, partnered with Rollick ice cream to produce a special popsicle in order to raise awareness about global warming. After the popsicle melted, a picture of a dead polar bear was revealed on the stick with the caption "When the ice melts they die." This subliminal campaign targets the younger generation hoping to start a trend of protecting the environment.

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(page 82 in Goodvertising)

Client: McDonald's

Agency: Leo Burnett

McDonald's took outdoor advertising to a whole new level with their "Fresh Salads" campaign. One of the restaurants in the greater Chicago area had a garden constructed on a billboard that grew over 15 different types of lettuce sprouting over a three-week period to spell the words "Fresh Salads." The campaign was simply promoting McDonald's salads, while also positioning it as fast food joint with healthy alternatives, contrary to the popular belief of its patrons.

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(page 87 in Goodvertising)

Client: Levi's

Agency: Wieden+Kennedy

Levi's has always been an advocate of recognizing the importance of the middle class and their "We Are All Workers" campaign reminded consumers of their grassroots origins. The advertisements portray obvious middle class families with the slogan "Everybody's Work is Equally Important," demonstrating Levi's recognition of the importance of blue collar work, while also forcing the consumer to associate the company with American Identity. Levi's positioning of themselves as an American company and making their support of the middle class known on a national level makes one proud to rock their jeans.

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(page 105 in Goodvertising)

Client: Bundaberg Rum

Agency: Leo Burnett

In December 2010, serious flooding that devastated a large portion of landscape plagued Queensland, Australia. In response to this crisis, Bundaberg Rum launched its "Watermark" campaign centered around a limited-edition rum, of which all proceeds went to a relief fund. Bundaberg placed the majority of the stalk in the pubs of the 16 most affected towns, while also launching a series of music festivals with proceeds going to the rebuilding of the devastation.

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(page 122 in Goodvertising)

Client: Honda

Agency: Wieden+Kennedy

Honda launched its "Problem Playground" campaign in order to make the public more aware of their hybrid cars and energy-efficient, fuel-preserving business model. The television spot featured Honda engineers talking over large puzzles, giving the viewer a challenge to solve these puzzles on the screen, while also presenting Honda's engineers as capable workers committed to solving the global energy crisis.

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(page 125 in Goodvertising)

Client: Epuron

Agency: Nordpol+

Epuron, a global energy conservation company, took a creative spin on projecting the power of wind energy to its viewers. The company actually personified wind as a man who is lonely and constantly toppling the hats of people, or turning their umbrellas inside out. However by the end of the advertisement, they show how wind can be used positively in creating electricity, resolving the man's loneliness. By personifying wind, the viewer establishes a human connection with this man and therefore the advertisement becomes not only a plug, but also a source of entertainment, turning the subject of wind power into a topic of interest.

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(page 145 in Goodvertising)

Client: Gatorade

Agency: TBWA\Chiat\Day

What does every former athlete want? The answer is fairly easy to guess: a chance to play again. When we are young, we dream of being in the pros, only to have our dreams crushed when most of us don't grow to be over six feet tall. Gatorade gave a group of high school athletes who played together more than ten years prior a chance to reunite for one more game as adults. In their "Replay" campaign, Gatorade trained these men for a month in preparation for one final game of their athletic career. The campaign not only gave a few former athletes a chance for a do-over, but also promoted fitness among older men and positioned Gatorade as an advocate for health and physical fitness.

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(page 146 in Goodvertising)

Client: Stockholm Pride

Agency: Akestam Holst

In order to raise awareness about gay rights Stockholm Pride launched their website entitled "How Hetero Are You?" The site encourages users to submit their Twitter name and then automatically sifts through their tweets and generates their percentage of heterosexuality based on key words found in their tweets. The goal of the site is to let straight men know that they might actually be less macho than they presumed they were, resulting in more tolerance for gay rights activists.

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(page 166 in Goodvertising)

Client: Coca-Cola

Agency: Ogilvy

Don't you love it when you get two for one? Coca- Cola's "Friendship Machine" gives you a two for one deal all right, but not without a little bit of hard work. Based in Argentina, Coke introduced a supersized soda machine that raised the buttons, so that one must get a boost in order to put the money in the dispenser. In return for helping someone out, they might just give you the free Coke they got with the one they paid for. You know what they say—nothing comes without a little hard work.

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(page 180 in Goodvertising)

Client: Norte Beer

Agency: Del Campo Nazca Saatchi & Saatchi

Ever think you could do some good by drinking a beer? You can in Argentina. Based on the fact that girls give their boyfriends a hard time about going to the bar, Norte Beer donated a minute of community service for every beer purchased at a local bar. This helped the company in the eyes of the community, in that they were giving back to their consumers, while also giving men an excuse to go to the bar without getting grief from their girls.

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(page 187 in Goodvertising)

Client: Bolthouse Farms

Agency: Crispin Porter + Bogusky

For some reason, kids have a negative association with healthy foods and their taste, such as veggies like brussel sprouts, which give the rest of the bunch a bad name. In the "Eat 'Em Like Junk Food" campaign, Bolthouse Farms packaged their baby carrots in junk food-looking wrappers, even putting them in vending machines, providing a healthy alternative which contributes to slowing down child obesity in our country and also raising the sale of their carrots.

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(page 203 in Goodvertising)