Happy New Year, stupid nonprofit ads!

Here's another example of a nonprofit falling victim to ad agency abstraction of their message:

This was done for the Greater Chicago Food Depository by the Leo Burnett ad agency (I don't recommend clicking through; it's one of the most overblown, hard-to-navigate websites you'll see all week).

The same campaign also has some print ads that you can see here, here, and here.

I just hope the Food Depository didn't pay for this work.

Why can't ad agencies create work that comes right out and says what the problem is and how the donor can be part of the solution? It's not that hard!

But these ad guys (or maybe their interns) jump through hoops to create abstractions and philosophical conundrums. In this case, it's all built around the notion that for some people, food is an unattainable "luxury," and that's just wrong. And they use the conventions of luxury advertising, applied to food.

Okay. It's a thought. But in what way does that motivate anyone to take action?

If anyone takes the trouble to figure out the puzzle, all it leaves is a vague sense of outrage. Or a bemused smile at the upside-down values of our world.

But donations to food banks? I wouldn't bet on it.

The need for food across the US (and around the world) is extreme right now. I strongly urge you to support the work of your local foodbank. A small gift will go a long way (and a big gift will go farther).

But please -- I'm talking to any ad agency types now -- don't give them any more abstract messaging. It does more harm than good.

Thanks to Adrants for the tip. And here's where to find even more Stupid Nonprofit Ads.

Technorati Tags: fundraising, advertising

Comments

[Sandy Rees]

I've seen better ads for foodbanks. I'm sure this will get some folks' attention.

I disagree with you on one point - food IS a luxury for some people, particularly now. In some families with budgets stretched to the limit, job losses are forcing more and more people to seek emergency food help.

[Noah Kippley-Ogman]

I've been reading your blog (& appreciating your insights about bad advertising, among other things) for a couple of years. This is the first time I've disagreed.

I really liked these ads and, coincidentally, was motivated to give (via my cell phone) on the bus this morning! Now, I know ads that work on me aren't gonna necessarily work for the masses, but this one worked really well on me.

[John Lepp]

Another classic Jeff. Thanks for sharing. Fortunately (and unfortunately as well) for people like us, there is no shortage of stupid ads and campaigns created by commercial agencies.

[Steve Cunningham]

Jeff - couldn't agree more. They got production values when they really needed engagement. Reminds me of a post of yours from a while back comparing two YouTube videos - engagement and authenticity always trump production values.

[anne]

I always love your stupid non-profit ads, thanks!

[Jonathon Grapsas]

There is a simple reason Jeff why ad agencies will do this sort of stuff: to win awards! Disturbing, but true.

This makes me cringe watching his ad. But I'm glad you posted it. This sort of things happen all too often in every country I have woked in, namely Australia, the UK and now North America.

Jonathon