Empathy in Advertising: Creating Change with Cause Marketing

One of the perks of working in the advertising technology niche is that you come across ample "awe-inspiring" ideas, technology, creativity, and people as a part of your daily routine. People passionate about communicating, serving, and advancing surround you. One might say, "Advertising is just a waste of money and resources. It is just a promoted message" but then there are days when you see, passionate marketers transforming the world, bringing in beautiful changes by nudging on the basics of humanity: emotions.

I don't really want you to read this article further but I actually want you to watch this video and share a few empathetic moments with me :)

I found its first reference in my inbox, thanks to Campaign Asia-Pacific . It intrigued my innate curiosity and then I found its further references on EconoTimes , Ads of the World , MARKETECH APAC , and Lions. In brief, 麦当劳 Korea and 李奥贝纳 Korea teamed up for the 'Mom’s Bed' campaign, raising awareness about the tough conditions caregivers, especially mothers, endure while staying in cramped hospital beds with their hospitalized children in South Korea. They installed beds in public spaces across Seoul to show the harsh reality experienced by these caregivers. The campaign aimed to highlight the necessity for a Ronald McDonald House Charities (RMHC) facility in Seoul, given the absence of one nearby. Thanks to the support of the common public who tried these 'simulation' benches installed at different locations and experienced the discomfort first-hand, influencers, and ambassadors, the initiative garnered significant donations, leading to the approval of Seoul’s first RMHC site adjacent to the Children’s Hospital, set to open in 2024, providing much-needed support for families.

The campaign deserves applause for not just being a brave creative endeavor breaking the silence on serious hardships faced by caregivers in South Korea but also for the herculean investment it commanded for the installation of simulation benches, QR Code, connected personal stories, and its experimentative nature.

Empathy is a pompous word for a simple concept of "relating with others."

For ages, it has been exploited by behavioral scientists and decorated with heavily loaded terms such as emotional intelligence, rational compassion, inner imitation, intersubjectivity, and so on. However, when it comes to social interactions and us being nothing but just social animals, empathy is a key element in fostering relationships. Empathy enables people to connect with others on an emotional level, fostering understanding, compassion, and social connection. Empathy is the ability to understand and share the thoughts, feelings, experiences, and perspectives of others. In my opinion, the quote by Henry Wadsworth Longfellow, perfectly defines the fundamental nature of human beings of experiencing empathy and its power -

“If we could read the secret history of our enemies, we should find in each man's life sorrow and suffering enough to disarm all hostility.”

Campaigns fueled with creativity capitalizing on basic human instincts make a profound impact on society. By tapping into insights of human psychology and utilizing innovative tactics like simulation, campaigns like 'Mom’s Bed' transcend mere promotional messages to address pressing social issues and evoke meaningful change. Campaigns designed to deliver experiential learning engage the audience on a deeper level smoothening the path for brand recall and recognition.

Through empathy-driven storytelling and experiential engagement, such campaigns raise awareness, and inspire action, leading to tangible improvements in the lives of those in need.

Cause Marketing is a great tool used by Brands and Marketers. As demonstrated by the success of initiatives like the RMHC facility in Seoul, advertising has the power to leverage empathy as a force for good, driving positive transformation and fostering a more compassionate and connected world.

How do you feel about this campaign?

Did it evoke positive emotions in you?

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