Reflecting on a year of ad assault

As the dust settles around yesterday's election, I can't help but reflect on the year of advertising assault my husband has experienced.

I don't use that word lightly — assault.

But when a moment of vulnerability overtakes your phone, bombards you with manipulative language, keeps you in constant vigilance, and pushes you to change your phone number... if a person was responsible for inflicting these symptoms on another, what would you call it?

I firmly believe in the value of interaction over interruption. I spend most of my time arguing the merits of interaction, but today, I reflect on the effects of interruption.

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Just over a year ago, my father-in-law was suddenly admitted to the hospital for a neck injury and cancer relapse. We quickly flew across the country to support him through one of the hardest weeks of all our lives. Because family handled the admittance paperwork before our arrival, we were unsure which son was listed as the follow-up contact. So when my husband received a phone call that week seemingly from Medicaid, he answered.

Have you guessed what happened? Yep, it was a spam call, looking for someone named Cynthia. In the year since, "Cynthia" a.k.a. Justin has been white-listed on every predatory call list out there, receiving upwards of 25 calls per day for months at a time. This constant reminder of a terrible week weighs on us, and it's led to missing important phone calls buried amongst the junk.

It's hard to point a finger at the nameless phishing attempts shooting at you from all angles, but this election season raised the bar. We're all suffocating in the onslaught of election media, yes, but the aggression and volume coming through Justin's phone has really surprised me.

"Don't you care?" "I thought I could count on you?" "I was told you will help me." "Did something happen to you, Cynthia?" "How much more will it take?" "We. Are. BEGGING."

Manipulative language with real candidate and committee names attached. Apparent evidence of sketchy list purchasing (please just don't).

Text STOP to opt out, but I never opted in?!

We lost my father-in-law to his cancer battle in April, and pleas to Cynthia never fail to remind him, and us, of the pain of that loss. Grieving is hard enough, but these haunting reminders of trauma continue in force.

Seeing this all come to the surface for the sake of "democracy," I have to question if this is really what we accept.

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The advertising + marketing industry is ripe with other-ness. Those it looks down upon as not worth communicating with or investing in. Bias and misperception. So many are willing to steamroll vulnerable people and communities for the sake of... of what?

At its most benign, look to your inbox where Company X sends 3-4 emails daily about their FLASH SALE DON'T MISS THESE KILLER DEALS. Maybe you open 1 in 50?

Sure, frequency may make your name stick. But are you really willing to stink of desperation as you chase attention no matter the cost?

Phishing may always exist, but I urge you to consider the environment in which your brand or organization is presented.

For example, don't just consider what your email says – think more broadly about what else may be in your audience's inbox. Where/how are they checking mail? What else is going on in their life? What feelings are you evoking when your message is received? Is this aligned with your brand's values? What you want to be known for?

Let the frustrations of election-season adverts remind you of the Golden Rule.

I work first-hand with brands that are successful and thriving despite opting out of the rat race. This doesn't mean opting out of paid advertising and outreach entirely but instead choosing to operate with integrity and intention. It is possible.

If you're not there yet but want to be, let's talk.