Yabba, Dabba … Don’t?
But what if we took this concept a step further?
Suppose the same scenario exists: You’ve enjoyed a few aperitifs and excuse yourself to the bathroom. You take your place in front of the urinal, and there’s the MADD ad with all its preventative purpose. For 30 seconds or more you see the grief-stricken faces of the fractured family in the photo, hoping that the guilt you’re feeling will be flushed away with the flick of your wrist.
But you can’t avoid it; you have to read the message. You learn that last year more than 17,000 people were killed in alcohol-related accidents, while 500,000 more were injured. If that’s not enough to change your mind about driving under the influence, the ad is equipped with a motion-sensitive voice-over that reminds you that the consequences of drunken driving can be devastating, that one alcohol-induced decision can cause a lifetime of anguish for all those involved. Then the voice asks you to help support the victims of this deadly crime by donating loose change in a box located outside the bathroom door.
It’s mission accomplished. Both for MADD and, in a perfect world, its mission, supposing that those who see the ad think twice before getting behind the wheel.
Fundraising’s bright future
While this execution is the right fit for MADD, it won’t work for other charities. That doesn’t mean that this brand of future-forward thinking is exclusive to MADD. There’s a bevy of a ways you can cash in on alternative advertising. All you need is an open mind.
What if, while grocery shopping, average moms and dads were forced to stare into the eyes of a child who, for just pennies a day, could thrive on a mere fraction of the food being piled into the cart? What if that same ad corresponded with an opportunity to donate at the self-checkout line, where you could choose an amount to add to your existing bill to help alleviate hunger in the world’s poorest nations?