« I won't change the world, but I will make those who succeed think. " declared the American rapper Tupac. 😎 As you can see, the references of the We Are COM team They have no limits! But let's not get sidetracked… Inclusion, equality, diversity, environment… Today, brands are taking a stand and communication is opening up the discussion!
🚀 Yes, advertising is capable of changing mindsets, by tackling stereotypes, making ignored realities visible and inviting consumers to truly change their perceptions and behaviors. (I.e. A look back at 10 truly impactful brand communications: the 10 best campaigns with societal impact!
#1 – Always — #LikeAGirl
Let's start this list with Always's "Like a Girl" campaign, a campaign that challenges sexism in accepted expressions. With #LikeAGirl, the feminine hygiene brand brilliantly subverts the phrase "like a girl" and the stereotypes it carries, transforming it into a slogan of empowerment and pride.
👀 Its impact on mindsets? Over 90 million views, in more than 150 countries, and in less than two months—that's quite something! Ultimately, millions of young girls reported feeling more confident thanks to #LikeAGirl. More than just a slogan, this hashtag symbolizes a true movement, and Always has risen to the challenge of transforming everyday language.
💡 The lesson to be learned from this? Communicating effectively also means succeeding in making visible a truth that has already been perceived but never articulated. When the viewer realizes that they themselves are reproducing the stereotype, the awareness becomes all the more important.
#2 – Nike — Dream crazy
Remember, in 2016, American quarterback Colin Kaepernick chose to kneel during the national anthem as a sign of protest against racial injustice. This bold stance sparked a heated controversy. That was all it took for the sportswear brand to seize upon this position in a provocative advertising campaign, turning a controversial athlete into a symbol of self-improvement and moral courage.
👀 Its impact on mentalities? This stance sparked a global societal debate about the role of brands. Nike's initiative was not universally accepted, but the media frenzy brought the issue of racial violence back to the forefront of the discussion. Even the President of the United States weighed in!
💡 The lesson to be learned from this? Sometimes, it can be useful to sacrifice neutrality to gain consistency. A well-defined communication strategy doesn't aim to please everyone, but rather to strengthen its connection with its core target audience.
#3 – Fearless Girl — State Street Global Advisors
Have you heard about that bronze statue, installed opposite the famous Charging Bull on Wall Street in New York? A small sculpture with a big impact, this little girl's gaze defiantly faces the New York Stock Exchange. It was on International Women's Day 2017 that the financial firm State Street Global Advisors unveiled this striking visual artwork, promoting gender equality in leadership.
👀 Its impact on mentalities? An embodiment of the fight for gender equality, this intrepid little girl This provided State Street with the opportunity to engage with 1,500 companies where women were still absent from their boards. Less than a year later, more than half of these companies had appointed at least one female director. Since then, this statue has been reproduced and installed elsewhere in the world: London, Oslo…
💡 The lesson to be learned from this? A powerful idea can live on far beyond its initial media platform. Visual power lies in an image capable of telling a story without needing explanation.
#4 – Ad Council — Love Has No Labels
The "Love Has No Labels" campaign is a positive and moving way to denounce racist stereotypes. The Ad Council's idea? A giant screen and X-rays that engage passersby and remind us that we are all the same, regardless of our skin color, gender, age, or religion. The American organization delivers a powerful message of inclusion: above all, we are human beings.
👀 Its impact on mentalities? In total, over a billion media impressions were generated around this award-winning campaign. It is even one of the most viewed ads in the history of public service communication.
💡 The lesson to be learned from this? Nothing beats the power of emotion! A device like this is indeed capable of putting emotion before any form of rationalization.
#5 – UN Women — Autocomplete Truth
UN Women is also making a strong impact on gender equality. The UN agency for women's rights has chosen to use suggestions from real Google searches to denounce everyday sexism in its "Autocomplete Truth" campaign. A film accompanied by visuals that are both simple and impactful!
👀 Its impact on mentalities? The buzz was global and the hashtag #WomenShould generated millions of impressions, elevating this operation to the rank of "most shared campaign of 2013."
💡 The lesson to be learned from this? Simple data can be transformed into extremely powerful storytelling tools. Using Google suggestions to highlight everyday sexism and remind us that the fight for equality is far from over: now that's a brilliant and impactful idea!
#6 – Dove — Campaign for Real Beauty
Dove is a pioneering brand when it comes to commitment! Since the early 2000s, it has been the first brand to significantly challenge the standards of female beauty by showcasing "real" women, not models with idealized measurements and retouched features. By celebrating all kinds of beauty, Dove is helping to bring about a lasting change in how we see it.
👀 Its impact on mentalities? “Dove Real Beauty” generated free media coverage, up to thirty times greater than the initial advertising investment, demonstrating its strong impact. This pioneering and innovative campaign was even voted the best advertising campaign of the 21st century.rd century, category lasting impact on mentalities.
💡 The lesson to be learned from this? The campaign capitalizes on a real cultural tension to directly challenge a norm. The message is powerful: at Dove, we don't just sell products that make you beautiful, we redefine beauty altogether!
#7 – WWF — Earth Hour
With its global participatory event, WWF raises awareness in a simple and symbolic way. The "Earth Hour" movement, which encourages citizens, cities, and businesses to switch off their lights for one hour, has had a considerable impact and produced some incredible images. The best way to see it is to watch.
👀 Its impact on mentalities? Born in Sydney, Earth Hour continues to grow. Today, it is the world's largest eco-citizen mobilization. Beyond the symbolic gesture, the operation has also inspired concrete actions by various governments.
💡 The lesson to be learned from this? An initiative that costs nothing and demonstrates to the world that a small, simple gesture can truly make a difference. Without a doubt, communication becomes more powerful when it creates a shared experience.
#8 – Gillette — The Best Men Can Be
In the midst of the #MeToo movement, Gillette chose to revisit its historic slogan to question traditional masculinity. Without delving into the negative aspects of the debate, by highlighting the harmful effects of sexist behavior, the brand invites men to become positive role models.
👀 Its impact on mentalities? This ad was divisive, sparking a wave of massive support and numerous calls for a boycott. The brand accepted losing part of its audience to remain aligned with a major cultural shift. Ultimately, over time, "The Best Men Can Be" became a textbook case of brand activism.
💡 The lesson to be learned from this? A brand can evolve in reflection of society. Questioning a brand's foundation, such as its slogan, is a way to deeply embrace its commitment.
#9 – Channel 4 — We're the Superhumans
On the disability front, British channel Channel 4 stood out by showcasing the Paralympic Games in a film that shifted the perception of disability. Far from the cliché of a compassion campaign, this was a communication campaign of admiration! The secret? Show without victimizing; people watch.
👀 Its impact on mentalities? This film helped to increase the audience for the Paralympic Games and to make athletes with disabilities more visible in popular culture.
💡 The lesson to be learned from this? What if simply changing the tone was enough to change perceptions? By breaking the usual emotional codes, Channel 4 makes its mark, quite simply!
10 – P&G — TheTalk
With "The Talk," Procter & Gamble directly addresses the issue of systemic racism in the United States through a series of conversations between parents and children. This film reveals a reality too rarely discussed in advertising: the need to prepare children for discrimination. With this campaign, P&G doesn't claim to offer a solution to this problem, but simply puts it back at the heart of the debate.
👀 Its impact on mentalities? The film, widely covered in the media, has created a space for discussion and initiated a conversation on a key social issue.
💡 The lesson to be learned from this? Showing intimacy, making the invisible visible, can sometimes significantly change mindsets.
Images: Freepik
