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Social media advertisers. Aspects, groups and motives of social advertising

This article will discuss what are types of social advertising according to different types of its classification, and will also be determined place for social advertising in general advertising classification.

Common Types of Ads

So, to begin with, let's take a look at the most general classification of advertising and determine the place of social advertising in it.

Here we will start from the following definition of advertising:
advertising is information distributed by any means and on any media, aimed at generating and maintaining interest in something.

commercial advertising is advertising aimed at generating and maintaining interest in any commercial object (product, brand, trademark, event, etc.), that is, to an object, the implementation of which is in the nature of making a profit. We will not consider this type of advertising in more detail.

Non-Commercial Advertising- this is advertising aimed at generating and maintaining interest in non-commercial objects, that is, the sale or promotion of which is not in the nature of making a profit. We will consider this type of advertising in more detail.

Non-Commercial Advertising

- this is advertising aimed at creating and maintaining interest in political parties, movements, associations, etc. It, in turn, can be divided into branding (aimed at recognizing a certain party of the movement, etc.), campaigning (containing a call to vote for a specific party) and event-based (containing information about an event held by a political organization).

Social advertisement- this is advertising aimed at solving social and public problems and drawing public attention to them, as well as ensuring the interests of the state. Types of social advertising we will consider in detail below.

Event Advertising is an advertisement aimed at attracting public attention to various non-commercial cultural and leisure events, holidays, festivals, historical events and projects. Sometimes such advertising can be mistaken for social, but its key feature is that it is not aimed at solving social problems. Examples of subject-event advertising are congratulations on holidays (Happy New Year, Birthday, Defender of the Fatherland Day, etc.); drawing attention to the day of the city; advertising of the non-commercial holiday-festival "Hyperborea" (exhibition of snow and ice sculptures); advertising of the event "Library Night", aimed at popularizing the use of library services.

4. State advertising is advertising aimed at attracting attention, forming and maintaining the interest of citizens in public services, information portals, ministries and departments and other government agencies. For example, advertising of the state city portal.

It is important not to confuse government advertising as a type of non-commercial advertising and as a type of social advertising. In the first case - we look at the purpose of advertising, in the second - at the customer. About the state social advertising will be discussed in more detail below.

Types of social advertising

I. By content:
1. Advertising values
2. Advertising of non-profit organizations, as well as various projects, events, activities or programs
3. Information and educational

For example, sobriety advertising aims to spread sober beliefs in society; advertising on the theme of maintaining cleanliness - to spread in society such values as respect for cleanliness and order; advertising on the topic of attention to children - to attract the attention of parents to the upbringing of their children.

2. Advertising of non-profit organizations, as well as various projects, events, activities or programs- this is a type of social advertising aimed at generating and maintaining interest in various non-profit organizations, movements, projects, events and events, aimed in turn at solving social and public problems and at drawing public attention to them.

For example, advertising of a public project for the collection of waste for the purpose of their processing is aimed at creating the interest of citizens in the separate collection of garbage and its further delivery for processing; advertising of a donor campaign is aimed at attracting interest in the phenomenon of donation; advertising campaign "Library Night" is aimed at attracting interest in libraries and reading books. Also an example of this type of social advertising is the advertising of various events to collect donations for charitable purposes.

As an example of this type of social advertising, one can cite posters and wall newspapers on the topics of alcohol and ecology, containing rather detailed information on relevant topics.

The following type of classification of types of social advertising:

II. By customer type:
1. State social advertising
2. Social advertising NPO
3. Social advertising of commercial structures
4. Public social advertising

1. State social advertising- this is an advertisement placed by state institutions (such as: the army, various authorities, ministries and departments, inspections and services) and aimed at ensuring and protecting the interests of these institutions.

Examples of state social advertising are calls to comply with a certain norm of the law (pay taxes on time, pay alimony, comply with the rules traffic etc.); agitation for military service under the contract; fight against negative phenomena in society (alcoholism, smoking, corruption, etc.).

3. Social advertising of commercial structures is a type of social advertising placed by various commercial organizations on their own initiative and at their own expense. In Russia, the most famous among such social advertising is the project “Does it matter?”, Implemented by one large advertising holding.

In Russia, this type of social advertising for last years developed noticeably. Now social activists place both self-made posters and ready-made posters of various movements and projects, for example, the Common Cause. A possible disadvantage of such social advertising is the low quality of design. Advantage - more often than not, social activists post what is most relevant to our society. That is, attention is paid more to the content and essence, and not to the form. However, many posters are still quite decent in design.

The following classification of types of social advertising:

III. By the nature of the impact:
1. calling
2. Questioner
3. abstract
4. informing
5. Combined

1. Caller Social advertising, as the name implies, contains a clear call to action. For example, “be an example for children, live soberly!”

2. Questioner social advertising, in turn, contains a question addressed to the audience and, as it were, makes you think about the content of the advertisement. For example, “what is more important to you: the habit or the health of the child?”

3. Abstract social advertising does not contain ratings, but contains a certain thesis that does not explicitly incline the audience to any actions or beliefs, but clearly shows the advantages or disadvantages of any models of behavior in society. For example, "I will not have a cigarette, no lung cancer, no sick children." The thesis does not have to be expressed in text form, it can be expressed through visual and graphic images and not contain any words.

4. Informative social advertising is characterized by detailed information on any topic. It aims to convey to the audience new important information, which, if a person has certain motives, will change the model of his behavior. For example, a wall newspaper on the topic of ecology.

5. Combined view- when, for example, an advertisement contains a certain new information for the audience, and a call to action. For example, a poster on the theme of the exam.

IV. By format:
1. Sound
2 . Visual-graphic
3. visual-cinematic
4. visual-objective
5. Text

1. Sound public service announcements are usually typical for radio broadcasts and can convey information about various projects and events, as well as present certain theses in sound form aimed at changing the listener's behavior model. For example, there is a social audio advertisement calling for the removal of a child from an orphanage.

2. Visual-graphic social advertising is banners, posters, posters, posters and similar media. It is divided into subspecies: internal (inside buildings and premises), external (on street advertising structures) and electronic digital (on the Internet, on mobile devices, computers, etc.)

3. Visual-cinematic social advertising is videos broadcast on video monitors on the street, in transport, inside buildings and premises or by means of electronic digital technology. For example, the video "Russia is stepping into the alcohol abyss" or social advertising “Children are watching. The children repeat:

4. Visual-objective- the most unusual type of social advertising, which is a physical object that is not directly intended for the distribution of advertising. For example, it can be eco-motivating urns, cigarette butts in the shape of human lungs.

5. Text social advertising is a simple text without any accompanying images. For example, on the streets of cities there are screens with the so-called "creeping line". Sometimes on it you can see, for example, a warning from the Ministry of Emergency Situations to be careful on the ice of reservoirs. Text-based social advertising is also found on the Internet. In fact, social advertising is any text that fits its definition (information aimed at solving social and public problems and drawing attention to them). For example, if a script for a video with social advertising is displayed in text form, then such text will also be social advertising. However, this form of it is still rarely used due to the fact that graphic and cinematic images are perceived by the audience much better.

V. According to the semantic vector:
1. Positive
2 . Negative

1. Positive social advertising has a vector "FOR" (something correct, constructive, creative). At the same time, the poster should not necessarily contain the word “for”, it is enough just that the advertisement draws attention to some positive phenomenon and creates it. positive image.

2. Negative social advertising has a vector "AGAINST" (something wrong, destructive, destructive). In such advertising, attention is drawn to some problems, their destructiveness to society is emphasized, and a negative image of destructive patterns of behavior is created.

For example, there is the problem of alcohol and tobacco use, and it is very acute and has a colossal scale in Russia. In social advertising, two approaches can be used to solve this problem - positive and negative. Here are some examples of posters according to these two approaches:

The advertising industry, in addition to a specific practical field of application, has a powerful methodological and scientific apparatus. There are a number of large research centers for the study of advertising. Research has been going on for the last 100 - 150 years. Methods for evaluating the effectiveness of an advertising product have been developed, different kinds and advertising groups.

Applied social advertising is advertising aimed at the accomplishment of an action by the advertiser: donations, appeals for help, meetings of like-minded people. It is determined by the availability of specific address information: telephone, indication of settlement accounts, dates of events, indication of the place of social actions;

Ideological social advertising is advertising aimed at the implementation of educational tasks, both of short-term action and the untimely affirmation of eternal truths. Determined by the absence of specific address information. It can be expressed: as a comparison, intuitive images and phrases, contradictions, confrontation, shocking facts or images, symbols, spiritual orientation, social coloring, incitement to pity and compassion, awakening a sense of fear and threat, the birth of positive emotions.

It includes, on the one hand, advertising directed against smoking, drug addiction, alcoholism, as well as advertising promoting protection against AIDS, sports, proper nutrition and education (for example, encouraging breastfeeding), and strong family relationships. In particular, the social advertising "Do not overshadow your mind with alcohol" is an attempt to draw the attention of every citizen to their health, a call for a healthy lifestyle.

Examples of such advertisements include television commercials such as "Pay your taxes and sleep well", "It's time to come out of the shadows", "Education will be incomplete if you pay half taxes", "Write yourself in the history of Russia" (advertisement about the census population). However, in most cases, such advertising has a political connotation. For example, in St. Petersburg, before the city elections in 2000, a social project"The city is tired", exposing the "dark" sides of city life (dirty streets and yards, dilapidated residential buildings, beggars) and calling for a change in life for the better. Such public service advertising is activated either during tax season, or before elections, state events or the passage of a bill in the Legislative Assembly on social sphere. Costs for this group social advertising accounted for 41% of total spending in 2002 and consisted of spending on advertising about the population census (25%) and taxation issues (16%) (see Appendix A, Figure 1).

It includes advertising for holidays, anniversaries, sporting events, designed to unite the nation. In particular, an advertisement for the 300th anniversary of St. Petersburg - "Happy holiday, great people of the great city." The share of spending on patriotic social advertising is an extremely small amount in total spending.

A separate place is occupied by environmental advertising aimed at preserving nature and caring for animals. According to the diagram (Fig. 1), the first group of social advertising is given the most great attention-- 59% of total spending on social advertising. (In 2002, spending on social advertising in Russia amounted to $26.7 million.) The predominant topics of social advertising in 2002 were protection from AIDS (23% of spending), strengthening family relationships (11%), reproductive health ( 9%), healthy lifestyle life (6%).

In Russia, social advertising is mainly in the sphere of state interests, although abroad social advertising is actively placed by non-commercial and commercial organizations. An example of social advertising of non-profit organizations is the advertisement of the Red Cross - “Life is beautiful. I just donated blood. Donate blood to the Red Cross”, “To keep life going”.

Note that if in Russia the majority of social advertising has a political context, then abroad the first place in the rating of social advertising by topic is occupied by children. This is followed by the family, hunger in third world countries, refugees, animals, AIDS, etc.

We are accustomed to interpret the definition of advertising in terms of marketing. But advertising in marketing is only a small part of the concept of advertising as a whole. The peculiarity of advertising is that it is not only an economic phenomenon, but also a social one. In everyday life we come across products promotional activities while listening to messages about charity events reading invitations to acquaintances, job advertisements, campaigning for candidates, missionary appeals. Intellectual services, entertainment, politics, law, science and ecology, charity, family and interpersonal relationships- all this refers to the social sphere of advertising. Thus, the peculiarity of advertising as a sphere of human activity lies in the fact that it is a diverse social phenomenon of our time, covering almost all spheres of the socio-economic life of people.

- emotional motives;
- moral motives.

Emotional motives in advertising "play" on the desire of recipients to get rid of negative and achieve positive emotions. Naturally, this goal is achieved, in accordance with the advertising message, by performing the actions proposed by the advertisement.

- motive of fear;
- motive of significance and self-realization;
- the motive of freedom;
- motive of discovery (curiosity and love for novelty);
- motive of pride and patriotism;
- motive of love;
- motive of joy and humor;

Moral and social motives appeal to a sense of justice and decency.

- motive of justice;
- the motive of environmental protection;
- motive of decency;

The use of a social motive is associated with an aggravation of interethnic conflicts, an increase in tension in society, an increase in the level of crime, and so on. Thus, many problems can be solved with the help of social advertising - starting from the relationship of "fathers and children", and ending with interethnic strife.

The effective effect of advertising in general and social advertising in particular on a person can be achieved only if the creators of advertising know the psychology of consumer motives. The nature and form of interaction between internal and external factors ultimately determine the behavior of the consumer in relation to the object of advertising.

The main internal factors of the personality are its needs. Human needs are divided into biological, social and cultural, as well as the possession of products of material culture.

Public opinion, being an element of the cultural-ideological subsystem and interaction with all its other subsystems - normative, organizational and information-communicative, implements, first of all, its sociological functions.

This phenomenon is included in the subject field of the theory social work and should not be ignored by social services, state and municipal structures. Based on the fact that the goal of social advertising is to change the public's attitude to any social problem, and in the long term to develop new social values, understanding social advertising as one of the ways to work with public opinion, understanding its educational and adaptive functions affects the effectiveness activities social services. Also strategic goal efforts of PR and social advertising should be to familiarize the public with the activities of the so-called "third sector" - the sector of non-profit organizations and social services, the creation of a correct idea of their work. Also due to the fact that the question of the knowledge of the formation of mass social assessments, stereotypes, traditions, etc. remains open, the problem of social advertising is practically not covered in scientific literature, it is necessary to further develop and scientifically substantiate these problems in the theory of social work.

Social advertising features

Social advertising as an institution in European countries was formed quite a long time ago, therefore its functions are clearly defined. In Russia, the situation is different, because due to the collapse of the USSR in the 90s of the twentieth century, the institutionalization of advertising has just begun, and therefore many functions are only partially performed or not performed at all. There are six functions of social advertising.

1. Communication function. Social advertising provides a connection between people, i.e. contributes to the process of communication between advertisers and the audience. With social advertising non-profit organizations can interact not only with the target audience, but also with government agencies for more efficient work.

2. Information function. Social advertising draws people's attention to sharp and relevant social problems offers ways to address and prevent them. Information function is one of the main functions of social advertising. Insofar as modern society extremely diversified, it is no longer possible to reach a large number of people through personal contacts. However, social advertising allows you to significantly expand the reach target audience and increase people's awareness of important things.

3. Motivational and incentive function - stimulates people to commit socially significant actions. Examples of such stimulation are, for example, appeals to help orphans.

4. Socializing function - provides an opportunity to form values and norms of both society and an individual, as well as the creation of socially oriented behavioral attitudes. Social advertising can not only promote constructive actions, but also prevent destructive manifestations in people's behavior. Visual demonstration and imagery are powerful tools that affect society.

5. Ideological function - helps government bodies explain to people the reasons for certain decisions. In addition, social advertising can increase the level of public confidence in the authorities, form a positive image of certain government structures.

6. Socio-integrative function - means that social advertising contributes to the consolidation and stability of society. This function can be implemented in several ways. The first is the formation and maintenance of a positive national image.

Types of social advertising

1. Advertising a certain way of life. It includes all social advertising directed against a destructive lifestyle (alcoholism, drug addiction, smoking). This also includes advertising promoting a healthy lifestyle, proper nutrition, and protection against AIDS. Ecological advertising can be singled out separately in this group. Overall, lifestyle advertising tends to be the largest share of budgets.

2. Advertising law-abiding, constitutional rights and freedoms. Often such advertising has a political connotation, appearing in the period before elections, various government events, or during any social reforms in laws.

The phrase "Social advertising" comes from the English. Social Advertising, and in translation means attracting interest to significant problems or phenomena. This is one of the varieties of advertising, the purpose of which lies in changing the models of social behavior. In other words, it is a form of non-personal representation, a way of spreading social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and in the conquest of new heights that are useful in terms of social life.

Social advertising uses the same means of development as commercial advertising. However, there is a difference between them related to the purpose of their use and application. Social advertising has an important strategic objective, the essence of which lies in changing the behavioral model of society, and not only to the subject of advertising, but also in the creation of completely new and complex values. The object of this type of advertising is a social product. It can be presented in tangible and intangible form. These products most often include ideas, relationships, and values. All of them should affect the change in the minds of citizens, as well as mass behavior.

Social advertising, unlike the commercial variety, is necessary to represent the public interest. For this reason, it is presented not to a specific group of citizens, but to a large audience. The people who enter it are in no way connected with each other. social status, neither the level of earnings, nor the activities performed.

Social advertising features

economic function. Any category of advertising has an impact on the economic phenomenon, and it does not matter what goal is set in the course of advertising. It has the formation of demand for a particular product, or category of goods. Social advertising has a great influence on the development of completely new ideas or orders;
social function. Thanks to it, with the help of advertising, it is possible to fix the necessary values, behavioral forms, and interests in the subconscious of people. Of course, its sphere of influence is narrow, but it penetrates deeply into all sectors of society, informing and influencing them. Advertising information deeply affects the human subconscious, as well as the behavior of society as a whole.
Communication function. Its essence is to notify a large number of people about certain events or data. This is a specific form of notification, which is an impersonal exchange of data. During its presentation, advertising not only informs about a certain subject, but also transforms all the data into an image that is remembered by the consumer;
Marketing function. The main task of this function is to promote a certain value or information. In other words, social advertising can be viewed as a set of tools necessary for non-price stimulation, as well as the generation of interest.

These four main functions apply to all types of advertising, but in addition, its social variety has separate aspects of the impact on society. This:

It helps to form values and standards of thinking. Thanks to its influence, mass traditions are consolidated and returned, as well as established habits;
Social advertising shows all human possibilities in terms of humanism, cultural values, and universal development. Its task is to form a desire to use and apply these opportunities correctly. As a result, it is possible to realize many changes that cause an increase in the standard of living;
The main purpose of this type of advertising is considered to be the impact on consumer behavior;
Among the techniques used in advertising when viewing it, there is an indirect method of influence. With its use, the level of consumer culture begins to rise;
Social advertising has a great impact on human consciousness. She introduces new knowledge into it, with the help of which you can improve yourself individually, as well as make your life better.

Types of social advertising

Non-commercial variety. It is an advertisement sponsored by non-profit institutions or charitable donations. Its task is not to promote a product or service, but to influence human consciousness. The ultimate goal is not considered to be a profit or benefit, since a non-commercial product is provided as the object of advertising. Despite this, for its distribution, it uses the same methods and techniques as the commercial variety. In contrast, non-commercial advertising has two purposes. 1) impact on the behavioral model of society, 2) a clear focus on a large audience;
public variety. This type of advertising is used to promote a certain positive phenomenon. This message is created by professionals for free, it is an ethical rejection of the opportunity to make a profit. Thanks to the public subspecies of social advertising, it is possible to influence a large number of people, create new social values and idealize behavior;
State variety. As a rule, this type of advertising is used by traffic police infrastructures, police, tax forces and the like. social institutions. Advertising promotes their interests, opportunities associated with their activities. This is an existing practice that has a great influence on a person and his thinking in general. Ideas about these spheres of life are changing, attitudes towards the relevant authorities are being reassessed;
social variety. This is the most extensive category, as it has many tasks. Thanks to it, you can attract a large number of people to current problems or phenomena occurring in society. The main purpose is the humanization of a large number of people, as well as the new formation of everyday and moral values. This variety is further divided into two types. 1) advertising necessary for the introduction and consolidation of certain norms of behavior, 2) advertising that demonstrates the image of the whole world. It aims to improve already existing moral norms. For example, it describes not just the fact that you can not throw garbage on the street, but shows the whole general picture, from which the consumer independently finds out and uses it.

Methods for the implementation of social advertising

Social advertising is a non-commercial direction, for this reason it can be implemented and displayed in any form. Basically, these are leaflets, banners, posters, postcards, badges, as well as many other paraphernalia. Also, social advertising can be presented in the literary field, for example, writing a poem or a short story.

The greatest impact is also achieved through the use of television commercials. In turn, they fall into three categories. These include: staged videos, documentaries, and informational recordings.

The following areas are considered the most popular methods for the implementation of social advertising:

Word-of-mouth advertising, which is transmitted by radio. With its help, each person builds his own visual picture or image that has a positive effect on the human subconscious;
Photography is also considered one of the elements of advertising distribution. Thanks to it, the text becomes more authentic, people have a feeling of empathy for the image;
social poster- a tool with deep historical roots. With their help, you can show the whole depth, the whole meaning of the problem;
Leaflets are a specific genre and form of implementation of social advertising. They depict a photo along with text calling for a specific action.

The main topics that are depicted in social advertising are the following provisions:

Safe implementation of life. Pursued goals such as maintaining cleanliness in the city, preventive measures in relation to crime, focus on the development of urban infrastructure.
Problems related to the achievement of equality, as well as social guarantees. This is used to solve such problems as the observance of women's rights, as well as the rights of the elderly, respect for elders, the manifestation of tolerance for the disabled, etc.
Problems related to the environmental situation. This includes chemical safety, promotion of ideas directly related to rational use natural resources;
The development of society in terms of education, change, change.

Topics of social advertising and its application

Fighting threats, preventing consequences, informing about good deeds and goals;
Declaring values. In this case, the priorities are the family, the child, the relationship of members of the society to each other, career and happiness in personal life;
Creation. The desire to achieve the ideal state;
Psychotherapy of society. Such topics are rarely used, only in cases where it is necessary to extinguish a negative emotional state;

As social program, the focus of which is to quickly solve many problems of society;
As an element of an educational program that promotes issues of ecology, family, relationships within it, and many others.

Formation of a certain, own, but humane position;
Broadcasting public priorities and values;
Attracting a large number of people to participate in social life the whole country and even the whole world;
Humanization of the entire population, changing their attitude to many objects and situations.

However, there are some problems associated with social advertising that affect only public services but not on consumers. This includes the financial side of the issue, since the material means for its production and further placement are not always found. In addition, social advertising can never be placed on one stand, leaflet, etc. With commercial advertising. And its last minus can be considered the fact that it will not be possible to evaluate its effectiveness.

Social advertising customers

To date, the main customers of advertising social type are:

public companies. For them, social advertising is considered one of the methods for implementing their ideas related to social change or the promotion of certain social values. Of all the advertisements of this type that are encountered, it is the advertisements of public companies that are most often encountered;
Charity organisations. Their main activity is to help people in need. It is social advertising that can help in this, which is why they are engaged in its production. The main direction and task is to collect financial resources for needs;
Government agencies. They use social advertising for their own purposes, the main of which is to create a contact between the state and society. Thanks to it, it is possible to inform and report on the most important and urgent problems of our time, to influence the minds of people and their thinking. Because of this, government-sponsored public service advertising is almost indistinguishable from the political form of advertising.
Commercial firms. They use social advertising for the development and dissemination of social responsibility programs of banking systems.

Social advertising groups

After the analysis, not only in Russia, but also abroad, it was possible to identify several thematic groups, to which you can distribute all social advertising. This:

Advertising that promotes the right way of life. It includes a large number of topics, including attitudes towards smoking, alcohol and drug use, as well as topics related to AIDS, proper nutrition, and sports. In addition, an important place in this category is given to environmental advertising. The main purpose of her show is to respect animals and vegetation;
Advertising aimed at the formation of law-abiding. Most of the information in this category has a political connotation, since one of its tasks is the preservation of human freedoms, as well as demonstrating his constitutional rights;
Patriot advertising. As a rule, its demonstration takes place on holidays or sporting events, in connection with which it is necessary to unite the whole nation as a whole.

Impact of social advertising

It has already been said a little higher that it will not be possible to determine the effectiveness of social advertising with accuracy. Firstly, too large an audience is consumers of information, and therefore it is impossible to track each person individually. Secondly, their change of habitual patterns or change of actions in the behavioral model can be changed after watching a social video, but not for this reason.

However, studies have been conducted, which were attended by several dozen people. They differed from each other in absolutely everything - race, social status, demeanor, etc. Everyone was shown social advertising, which touched almost everyone in the depths of their souls. Thanks to this, it was possible to find out that social advertising is not a form of monologue broadcasting, but a channel of oriented communication. It works and interacts between society and diverse interests and ideas. It makes people think about the situation and the current problem.

Social advertising is widespread, but only abroad. In Russia, the level of its effectiveness is low. According to the results of one of the surveys, it was possible to reveal that most of all the people who took part in the survey do not notice social advertising at all. The other 20% believe that it is necessary to decorate the city, and not to induce action. The rest of the surveyed 10% said that social advertising is starting to annoy them. 70% of people could not remember a single slogan that they would have met on the street or seen in a TV commercial. Every third person believes that social advertising is an unnecessary kind of activity, and that it has absolutely no effect on the formation of new values and attitudes.

Examples of social advertising

The "Father of Advertising" David Ogilvy credits his contemporary Howard Gossage with the following quote: " Advertising justifies its existence when used in the public interest, it is too powerful a tool to be used solely for commercial purposes.". We agree with this statement, so we publish for you a selection with effective social advertising.

Torture victims are people like you and me.

Stop Violence: Don't Drink and Drive

Premature ending: "If you smoke, according to statistics, your story will end 15% prematurely."

WWF: It's scary. And this is even scarier.

Your skin color shouldn't dictate the future.

As we turn the page the deforestation continues

Non-hatred

Elm Grove Police Department: Radar combined with social advertising. The scoreboard displays the speed of a car passing by and the message "46 days in the hospital." Slogan: The slower the better

Save paper - save the planet

Polluted air kills 60,000 people a year

Sympathy doesn't help. Become a volunteer. Change your life

Protect the Birds: Don't Throw Trash

What do we see when you smoke

Anti-violence. Animal Welfare League: This is not football

Bangalore City Traffic Police: Don't talk while driving

Child Soldiers: It's Not Happening Here, But It's Happening Now

Art Director Pius Walker, Amnesty International, Switzerland

Censorship is lying

Don't get distracted while driving

Every 60 seconds a species dies out. Every minute counts

Innocence in danger: Where is the pedophile?

Art director: Michael Argüello. Copywriter: Bassam Tariq. Additional photos: Jason Musante

Sexual Predators May Be Hiding in Your Child's Smartphone

Smoking leads to premature aging

You are not a sketch. Say no to anorexia

Abandoned children feel invisible. Stop Child Abuse

Australian Childhood Foundation, JWT Melbourne