Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

THE BOREAL FOREST CHAINSAW MASSACRE

VIEWS: 16 PAGES: 2

									ideasinaction

THE BOREAL FOREST
CHAINSAW MASSACRE
How an advocacy ad won and a propaganda ad lost                                                                                                                                                              by Don Millar



The secret to successful ads: use arresting imagery and the passion
that comes from believeing in the cause


To hit a home run with advocacy ads,
you have to touch four bases:
                                                                                                                                 VICTO
                                                                                                                                                          RIA’S                                              DIR
                                                                                                                                                                                                                                  TY
1   Use the power of pictUres to tell the story
    —whether it’s nasty clear cUts or pristine old
                                                                                                                                                                                                                                    SECR
growth, images are oUr friends                                                                                                                                                              Victoria
                                                                                                                                                                                                       ’s
                                                                                                                                                                                            than a Secret mails
2    get emotional—sUrprise yoUr aUdience and stir
     them Up
                                                                                                                                                                                                         m
                                                                                                                                                                                            and th illion catalo
                                                                                                                                                                                            isn’t se
                                                                                                                                                                                                      e cost
                                                                                                                                                                                                              of
                                                                                                                                                                                                       xy—th these
                                                                                                                                                                                                                       g

3    have a clear call to action—leverage the
     power of yoUr aUdience to spUr government or
bUsiness to take action
                                                                                                                                                                                              paper m
                                                                                                                                                                                                          ad
                                                                                                                                                                                                              ey’re p
                                                                                                                                                                                               w o r ld ’s e from som
                                                                                                                                                                                                                      ri

                                                                                                                                                                                                Endang la s t
                                                                                                                                                                                                           ered Fo r e m
4    follow-Up—government or bUsiness targets
     won’t react Unless the ad’s emotional impact
is followed Up with rational activities that
                                                                                                                                                                                                                   rests


demonstrate informed commitment.




                                                         ➦
                                                                                                                                                                                                  Victoria
                                                                                                                                                                                                           ’s
                                                                                                                                                                                                 when it Secret isn’t so
                                                                                                                                                                                                             co
                                                                                                                                                                                                from. Th mes to reveal interested in
                                                                                                                                                                                                            ey are                ing wh              full
                                                                                                                                                                                               Boreal,                pr                   ere
                                                                                                                                                                                                          a forest inted on pape its catalo
                                                                                                                                                                                               Amazon                  wilderne             r from
                                                                                                                                                                                                         . And m                                     the C

Home run:
                                                                                                                                                                                                                                 ss larger
                                                                                                                                                                                              uses co               os
                                                                                                                                                                                                        mes di t of the pape                  than th
                                                                                                                                                                                                                                                        e B
                                                                                                                                                                                             launched             rectly fro            r that
                                                                                                                                                                                                                              m fore             Vict
                                                                                                                                                                                             printing its campaign,                    sts. Sinc oria’s
                                                                                                                                                                                                        10% of                 Victoria           e
                                                                                                                                                                                            cled co               its cata              ’s Secret Forest
                                                                                                                                                                                                     ntent. Th             logs on                   has s
                                                                                                                                                                                           so much               is is ex             a paper


Victoria’s Dirty Secret
                                                                                                                                                                                                       more.              citing,               with hi
                                                                                                                                                                                                                                    and the              gh
                                                                                                                                                                                                                                              company
                                                                                                                                                                                          The Cana                                                        ca
                                                                                                                                                                                                     dian Bo
                                                                                                                                                                                         global                real is a
                                                                                                                                                                                                   warmin                 key buff
                                                                                                                                                                                        indigeno            g and                    er protec
                                                                                                                                                                                                    us               is hom                     ting us
                                                                                                                                                                                        birds, as people, billion e to more th
The goal: Increase the punch of the campaign to                                                                                                                                        caribou
                                                                                                                                                                                                    well as
                                                                                                                                                                                                              gr
                                                                                                                                                                                                 . It’s be izzly bears an
                                                                                                                                                                                                                         s of Nort
                                                                                                                                                                                                                                     h Americ
                                                                                                                                                                                                                                                an a m
                                                                                                                                                                                                                                                          fro
                                                                                                                                                                                                                                                         illi
                                                                                                                                                                                                           ing cut                d threat a’s migratin
preserve Canada’s Boreal Forest.                                                                                                                                                      minute,
                                                                                                                                                                                      Secret is
                                                                                                                                                                                                  24 hour
                                                                                                                                                                                                  not sati
                                                                                                                                                                                                             s a da
                                                                                                                                                                                                                      down at
                                                                                                                                                                                                                                  a
                                                                                                                                                                                                                                            ened m
                                                                                                                                                                                                                     y, mainl rate of two ac ai
                                                                                                                                                                                                                                                     ount
                                                                                                                                                                                                                                y                      res
                                                                                                                                                                                             it is also sfied with just for paper. Vi
                                                                                                                                                                                                          destroyi              stripping           ctoria’s
                                                                                                                                                                                                                    ng fore                  the Bore
                                                                                                                                                                                                       one of               sts                        al—
                                                                                                                                                                                                                   the mos in the Southe
The advertiser: Forest Ethics.                                                                                                                                                                                  regions       t biolog
                                                                                                                                                                                                                                         ically
                                                                                                                                                                                                                                                  rn U.S.,
                                                                                                                                                                                                                           of our                 diverse
                                                                                                                                                                                                                       unfortun country and th
                                                                                                                                                                                                                                   ate sour              e
                                                                                                                                                                                                                             of the wo ce for 15%
Creative approach: Juxtapose a chainsaw-wielding model with a                                                                                                                                                                             rld’s pa
                                                                                                                                                                                                                                                   per.

freshly mowed clear cut; tell the story in specific terms.                                                                                                                 If Victor
                                                                                                                                                                                      ia
                                                                                                                                                                           were as ’s Secret
                                                                                                                                                                          demandi dedicated to
The result: A single ad in The New York Times landed Forest Ethics                                                                                                       responsi
                                                                                                                                                                        Paper as
                                                                                                                                                                                     ng envi
                                                                                                                                                                                                 ro
                                                                                                                                                                                    ble pape nmentally-
                                                                                                                                                                                               r from
                                                                                                                                                                                    it is to             its supp
exposure on The Today Show and in print publications across                                                                                                             contrib
                                                                                                                                                                       devastat
                                                                                                                                                                                              dé                   lie
                                                                                                                                                                                  ution to colletage, it co rs like Intern
                                                                                                                                                                                              tu                    uld mak           ational
                                                                                                                                                                                  ing pape rning around                     ea
                                                                                                                                                                                                                    the envi significant
the US—millions of dollars in communication for a $50,000                                                                                                             Tell Lesli
                                                                                                                                                                                             r indust
                                                                                                                                                                                                        ry.                   ronmen
                                                                                                                                                                                                                                       tally-
                                                                                                                                                                                e H. Wex
investment.                                                                                                                                                          company
                                                                                                                                                                                ,
                                                                                                                                                                    last rem Limited Brands
                                                                                                                                                                                            ner, the
                                                                                                                                                                                                      CEO of Vi
                                                                                                                                                                                                                 ctoria’s
                                                                                                                                                                                                                          Secret’s
                                                                                                                                                                              aini                    ,
                                                                                                                                                                   company ng forests, le that when it                              parent
                                                                                                                                                                                 stop bu             ss is no             comes
                                                                                                                                                                   gered fo                ying pa            t more!              to our
                                                                                                                                                                             re                      pe                 Insi
                                                                                                                                                                  to 50%, sts, that it incr r that comes st that the
Victoria’s Secret is now at the table and making incremental                                                                                                                 and that
                                                                                                                                                                                         it stop
                                                                                                                                                                                                    ease its
                                                                                                                                                                                                  sending
                                                                                                                                                                                                               use of re
                                                                                                                                                                                                                          from en
                                                                                                                                                                                                                          cycled
                                                                                                                                                                                                                                    dan-
                                                                                                                                                                                                             so many              paper
progress in reducing its consumption of old-growth timber.                                                                                                                                                             darn ca
                                                                                                                                                                                                                                talogs!
                                                                                                                                                               Get invo
                                                                     FORES                                                                                               lved in
                                                                                                                                                                                     ForestE
                                                                                               T ETH                                                          to re vo
                                                                                                                                                                       lu ti o n iz          thics’ ca
                                                                                                                                                                                                       mpaign
                                                                     Because
                                                                               protectin
                                                                                                     ICS                                                      Visit w               e th e c
                                                                                                                                                                        ww.Fore atalog industry.
                                                                                           g forest
                                                                                                      s is ever                                                                                       stEthic
                                                                                                                  yone’s bu
                                                                                                                              siness                                                                                     s.org
                                                                                                                                       ONE HAIG
                                                                                                                                                HT   STREET
                                                                                                                                                              · SAN F
                                                                                                                                                                      RANCISC
                                                                                                                                                                                O,   CALIFORN
                                                                                                                                                                                                IA   94102
                                                                                                                                                                                                             ·   WWW.F
                                                                                                                                                                                                                         OREST
                                                                                                                                                                                                                                 ETHICS.
44        Corporate Knights ForestrY issue 2005                                                                                                                                                                                            ORG
RET
  out mo
             r
 gs a d e
           ay,
   catalog
             s
 inted
          on
me of t
          he
 m a in in
           g
s.




   exposure
 ogs com
 Canadian
 Brazilian
 s Secret
  tEthics
 started
   recy-
          e
                                                                                                 ➥
                                  STrIKeouT:
 an do


 om
 ion
 ng
 in

 s
  a
                                  Eaten Alive
—
                                  The goal: Improve George Bush’s environmental credentials and sell the “Healthy Forests
                                  Restoration Act”—supposedly a plan to clear underbrush and cut forest fires—which also increased
                                  “industry’s ability to harvest off of federal land by limiting legal abuse from environmental groups”
                                  according to an internal Republican E-mail reported in The Billings Gazette.

                                  The advertiser: The USDA (United States Department of Agriculture).

                                  Creative Approach: Use wilderness images—but the images are confusing (one of them looks
                                  like a clear cut) and the messaging boring.

                                  The result: The plan went into effect but a national poll months later showed fully 62 per cent
                                  of Americans believed that Bush does not do enough for the environment (Source: Yale School of
                                  Forestry and Environmental Studies, May 3, 2004).

              Don Millar is president of The Element Agency (www.theelementagency.com), a communications and advertising firm whose
              client list includes Ducks Unlimited, David Suzuki Foundation and the Canadian Boreal Initiative. He can be reached at
              dmillar@theelementagency.com.
                                                                                               Corporate Knights ForestrY issue 2005      45

								
To top