Brands that fight for social causes
It has never been more important for companies to take a stand on social and environmental issues. Companies that take a stance and bring to life bold stories about the issues, values and causes that matter most to them have a powerful opportunity to make a difference and, at the same time, attract like-minded customers.
Here are two examples of brands that fight for social causes perfectly:
Airbnb
Just nine days after President Trump signed an order temporarily closing US borders to refugees, Aribnb aired an ad in direct response to the decision, during the famous Super Bowl half-time show.
The video shows several of the company's employees and has the motto: “We believe no matter who you are, where you're from, who you love or who you worship, we all belong. The world is more beautiful the more you accept. #WeAccept”. Along with the video, a letter was written and a microsite, The brand has set itself the goal of providing short-term accommodation to more than 100,000 people in need over the next five years, starting with refugees, survivors of natural disasters and humanitarian workers.
The position taken by the company caught everyone's attention, not only because of the bold statement but also because it created a strong call to action for its community to participate and help.
Heineken
The beer brand has developed a social experiment where two strangers work together to complete various manual tasks and, at the same time, learn more about each other. After reaching a level of ease and respect, it is revealed to them that they each hold drastically opposing views on today's most controversial cultural / social issues, such as the rights of transgender people, climate change and feminism.
The participants have the option of staying and chatting over a Heineken or leaving. After some tense moments, everyone decides to stay and discuss their differences. The video aims to show the true capacity for empathy and acceptance, even when we are very different.
What struck us about this Heineken campaign is that they are promoting their product, but in a very soft way. The product is only represented as a bridge for communication between people.
In SayU Consulting we support brands that fight for social causes!