Will Rogers once called marketing "The art of convincing people to spend money they don't have on things they don't need."
In the case of something like the IM Beauty Brushes (see post below), I tend to agree with him.
But when it comes to the brilliant social public service work done by Tribal DDB Vancouver for A Community That Cares' Anti-Gang Violence Campaign, well, this is when the marketing world shines above all others.
In a nutshell, the campaign uses the power of persuasion to convince youth of the dangers of gang life. And the Reverse-Psychology 101 manner in which they do it has both street cred and boardroom smarts.
Examples include the poster at left (a "recruiting ad" that promises "Make Cash! Partay! Hang With Hotties!"), a 30-second TV spot that compares gang life with such fun stuff as cancer and HIV, a testimonial-filled website (www.stayout.ca) as well as a guerrilla graffiti campaign where a spray-painted phone number (call it yourself: 604-608-4400) leads to a recorded message that tells callers that the gang member they're trying to reach is either in prison...or dead.
"We likened gang life to getting a disease," explained Daryl Gardiner, the agency's Associate Creative Director. "We're trying to show them what the consequences are. Being subversive was our main goal, getting the message out without being preachy."
Somewhere, Will Rogers is smiling.