Public service announcements are the property of the non-profit
sector. Is your organization capitalizing on their power? Are they
included in your arsenal of public education, fundraising and volunteer
recruitment tools? If not, you need to read this book.
Its author, Richard Earle, knows how to craft a powerful public
service campaign. He created the Keep America Beautiful "Crying
Indian" series for which he won an award. He kept Johnson &
Johnson from the brink of ruin as creative director during the Tylenol
tampering crisis. Thankfully he's made his vast knowledge and experience
readily available in an easy to read, inspiring "hey, I can
do that" guidebook.
Earle's writing is succinct. He explains how to pitch, plan and
execute a cause related advertising campaign in just over 300 pages,
complete with television storyboards, radio scripts and case studies
to illustrate cause marketing in action. Earle also includes his
top ten list of the best cause marketing campaigns and why (in his
estimation) they worked.
I encourage you to study and learn from Earle's examples of some
of the advertising industry's brightest and most creative efforts.
Albeit American in content and context, the principles of targeting
audiences, conducting research, writing advertising copy to suit
different media, testing and measuring effectiveness are universal
in application. Earle's assessment of the media includes the traditional
(print, radio and television) as well as alternatives - direct mail,
the Internet and public relations, or as Earle calls it, earned
In his conclusion, Earle makes a poignant observation. If advertising
is the most fun you can have with your clothes on (as someone once
remarked), then cause marketing is the most fun you can have with
your brain on.
His final advice - go on! Make a difference!
“putting your ideas in writing”