What makes good alt text? And what makes a good charity campaign? In my latest post (see comments), I talk about this campaign for RNIB and why it captures pretty much everything you're *not* supposed to do with alt text. To me, it's surprising RNIB ran with it. I also look more broadly at the challenge of charity advertising after years of corporate purpose. "How do you stand out in a landscape where commercial brands have planted their flags so firmly on tear-jerking stories, emotional poetry, social causes and timelapse birth-to-death dramas?" I think ad agencies have a valuable role to play, but it's a tough sector where many factors and audiences have to be taken into account. You can't just cut and paste the purpose playbook back onto charities, because the stakes are higher and the sensitivities are greater. #purpose #brandpurpose #thoughtsonwriting #theroadtohell
If this works, surely it will be exactly because it goes against the expectation/norm around alt text - and against the grain of charity advertising? Have to say, I'm liking the zag here.
Posters seem a strange choice of media Nick. These would’ve made great press, tubecards or crosstracks.
Very clever!
Post here: https://nickasbury.substack.com/p/have-purpose-agencies-forgotten-how