Be Anything But Beige
Sep 05, 2024
Playing it safe in today’s increasingly noisy and polarised world just doesn’t cut it. Audiences (particularly younger ones) are looking for bold, unapologetic voices that reflect their values and take a stand. They’re looking for authenticity, action, and real-world impact. Charities that want to truly cut through the noise with these audiences need to be anything but beige.
A 2023 report by Enthuse found that 64% of under-45s support charities campaigning on political issues. At the same time, we’re seeing a trend towards inverse giving, the phenomenon where charities see an influx of donations after getting involved with political issues, whether they’re met with criticism or not. A whopping 48% of Gen Z say they’ve engaged with inverse giving, compared to 27% of the general public. People want charities that aren’t afraid to tackle difficult, uncomfortable truths.
Shying away from controversy or challenging issues risks blending into the background with middle-of-the-road messaging that doesn’t excite, provoke, or engage. Trust that your audiences can handle the grittier, darker realities of the world - they see these in the news and all over social media every day. Taking a stand will help you cut through the noise and build deeper engagement.
Alzheimer's Society
Alzheimer’s Society’s campaign ‘The Long Goodbye’ has just re-launched. It offers a stark portrayal of the way in which dementia devastates the lives of those living with the condition, as well as their loved ones. The advert depicts the ‘Long Goodbye’, the sense of anticipatory grief that’s often associated with dementia: “with dementia you don’t just die once, you die again and again and again.” It represents the organisation’s commitment to be there “again and again and again” throughout every part of the struggle. The initial run of the advert in March saw a series of complaints lodged over the ad being excessively distressing, but Alzheimer’s Society has now decided to re-run the advert, saying the charity “needed to be brave in showing just how devastating dementia is by telling stories like The Long Goodbye”.
Refugease
A new campaign from refugee charity Refugease contrasts commuters' journeys with those of refugees attempting to cross the Channel. It features a series of chilling radio spots that recreate real transcripts of distress calls made from refugees in small boats, as well as print ads showing a child’s shoes sinking to the bottom of the ocean, and a mural depicting a mound of lifejackets to symbolise the lives lost in the Channel. We’ve heard these stories before, and often see them in the news, but the true experience of these journeys is beyond comprehension for most people. Refugease is hoping to fully immerse audiences in these moments to drive greater understanding. The message at the heart of the campaign: “Some journeys cost everything. Help refugees avoid this journey by donating the cost of yours.”
Numan
Numan, a UK-based health service specialising in telehealth for issues commonly faced by men - from erectile dysfunction to thinning hair - doesn’t shy away from bold messaging. Their advertising campaigns are often tongue-in-cheek, and address the difficult feelings of shame that people might experience when dealing with their health issues by tapping into humour. One of their campaigns runs through a colourful variety of slang for male genitalia, ending on the note: “Call it what you want, but when it stops working, make the right call.” For more on Numan’s marketing strategy, check out Numan’s Chief Medical Officer, Dr Sam Shah’s talk at the Future of Men Safari here.
So What?
Don’t shy away from hard-to-navigate stories, as long as you’re prepared to be the unpopular voice in the room sometimes. Being bold isn’t about being provocative for the sake of it. It’s about stepping into the space where your mission meets complex and tough narratives, and inviting your audience to join you there.
So what’s your stance? It’s time to stand out by speaking up.