5 Social Purpose Ad Campaigns That Really Had an Impact

The world of business is wising up. Where once, it was all about cold, hard cash and building the bottom line, we’re seeing more and more companies acting out of a sense of social conscience. As everyone on the planet becomes more aware of the issues surrounding us — climate change, civil inequality, violence, and more — brands realise they also have a part to play. Is it possible to thrive economically and make a difference as a business? We think so. And it starts with having a cause.

What is a social purpose ad campaign?

The human race has never been so connected. Now that most citizens of the developed world have a smartphone in their pocket, nobody is more than a few swipes away from current affairs — and the same goes for brands.With social media more popular than ever before, brands need to set a socially responsible tone for their customers. It’s their responsibility to blaze a trail and raise awareness when it comes to social topics, and they can do so with their primary communication mechanism: ad campaigns. Social purpose ad campaigns play a dual purpose: to promote the brand and its products and raise awareness about topics the business is passionate about. Whether you know it as socially responsible advertising or, to some, ‘woke advertising,’ it’s an effective strategy — when it’s done right.

Socially responsible advertising examples

So that’s the theory of social purpose ad campaigns explained, but what about the practical side?To best convey how brands can share a social conscience via their ad campaigns, we’ve picked out five of the best examples from the last few years. Who knows? They might just get the creative juices flowing — and you know just who to call.

Pay it Forward by The Big Issue & Monzo

The Pay it Forward collaboration between The Big Issue and Monzo bank is one example that makes a measurable difference to those involved. While selling a paper publication on the street was a good business model in 1991, our progression to a largely cashless society has posed major challenges for Big Issue sellers. That’s why The Big Issue partnered with Monzo to create the world’s first ‘resellable’ magazine. Here’s how it works: people purchase The Big Issue on the street from a seller via a QR code. Once you’re done with the magazine, you can then resell it at face value to someone else. And they can then do the same. The full amount of every sale goes to that first seller, giving them the chance to earn much more from each initial sale than ever before. This clever campaign managed to tackle several issues at once, and enhanced Monzo’s ethical brand reputation.

Wonderful World by Olio

Food-sharing app Olio recently launched a hauntingly stark campaign drawing attention to the massive amounts of household waste generated in the UK. Their Wonderful World ad features children singing Louis Armstrong’s ‘What a Wonderful World’ at a Welsh landfill. The spot really drives home the staggering level of household waste we produce. It manages to provoke a visceral reaction while gently encouraging viewers to ‘Share more. Waste less.’ by using Olio’s food and household item sharing service. Olio co-founder and CEO Tessa Clark told The Drum, ‘We wanted to reach everyone, but particularly parents, with the message that there is something simple they can do to make a difference and protect their children’s future.’ The campaign launched at the beginning of November 2021, just in time to be at the forefront of every shopper’s mind this holiday season.

We’re all screwed by Patagonia

Outdoor brand Patagonia is no stranger to social purpose advertising. Since their launch in the late 1980s, Patagonia has positioned itself as a company highly concerned with environmental causes and sustainability. The causes they promote truly run the gamut. It was no surprise then when the brand came out with their we’re all screwed campaign. The ad features a fatalistic poem about the state of the climate crisis and our environment. But there’s a clever parenthetical at the bottom, ‘Now read this bottom up.’ Reading the poem in reverse offers a much more optimistic view of climate change, and encourages readers to do their part to fight the climate crisis and ignore anyone who says it’s not possible. This unique approach fits right in with Patagonia’s previous campaigns and its simplicity and creativity really caught everyone’s attention. 

Get the world ready for girls by Lego

We all know legos are as versatile as toys come, but you may not immediately associate those little plastic bricks with socially conscious advertising. But the Danish toy company has been on a social purpose mission for years. They’re focusing on using sustainable materials, working with organisations like the World Wildlife Fund, and most recently championing inclusive play.In their Ready for Girls campaign, Lego wants the world to get ready for girls, fighting against gender stereotypes and celebrating ‘girls who rebuild the world through creative problem solving.’ Lego partnered with the Geena Davis Institute to research gender norms in play and found that ‘Girls feel less restrained by and are less supportive of typical gender biases than boys when it comes to creative play.’ This campaign manages to incorporate important social research, smart but simple messaging and reminds everyone to keep playing creatively and responsibly.

Deliveroo & NSPCC

Our final example is a profound endeavour between Deliveroo and the National Society for the Prevention of Cruelty to Children (NSPCC). In a report released in June 2020, the NSPCC revealed that lockdowns during the pandemic increased the risk of child abuse. Deliveroo decided to join forces with the NSPCC to try to help. The partnership provided thousands of Deliveroo riders with free training delivered by the NSPCC to help them recognise the signs of child abuse and neglect. This was especially important during lockdown because children were spending more time at home and those at risk were less visible than ever before. They also raised awareness for the NSPCC Helpline by displaying the helpline phone number on delivery bags and delivering free meals to Helpline staff. The campaign was a great success and surpassed even Deliveroo’s expectations when over 4,000 riders signed up for the training, well beyond their initial target of 300.

We Specialise in Campaigns with A Social Purpose!

At Don’t Panic, campaigns with a social purpose are our calling. If that’s something that aligns with your brand values and you’ve been having a tough time finding a like-minded agency to create campaigns that really speak to your audience — we’d love to hear from you. Simply drop us a line today, and let’s change the world together!