by Rea Gierran
Tay Guan Hin, Global Executive Creative Director at J. Walter Thompson Singapore answers this question by presenting a short film launched by a nonprofit organization in India. The video appeals to the Cannes Lions jury members, challenging them to do social good beyond three months, the period wherein the biggest festival for the communication and creative industry takes place.
MANILA – According to Tay Guan Hin, it’s no wonder why more and more consumers are being skeptical in what a brand says. Ego, guilt, pressure from other brands, recognition, fashion and profit are what drive organizations to do social good.
In creating CSRs, the organization’s intent must be sincere, which is to make the world a better place to live in through their product.
To do social good, one must act towards genuine intention. It has to be authentic, consistent and truthful.
Tay discussed the idea of people being happy with the idea of brands aligning themselves with social issues, just as long as they’re making a genuine positive contribution. Actions speak louder than words; therefore brands should act towards creating socially good work with genuine intentions.
He illustrates the principle with the acronym ACT:
A stands for authentic, which according to him, just like friends, the work must be real and relatable. Being relatable builds trust between a consumer and a brand.
C stands for consistent, creating one campaign may create a positive image in the short run but a champion campaign is that which shows commitment in its message overtime.
T is for truthful, as today’s social media requires online transparency. Consumers want meaningful interactions with brands which are ethical and responsible.
One example of a consistent campaign for Guan Hin is that of Dove’s Campaign for Real Beauty. Since 2004 up to present date, the brand was steady in delivering its message which is to celebrate women’s unique differences.
Tay believes that a winning work is established by finding a common good and then promoting it in a very personal way which will get to your consumers’ heart. Everything boils down to intention, too much good can only be bad if the intention of creating the work itself is bad.
