While agencies have created a lot of original and meaningful public service announcements, they’ve also made a lot of choddies.
Why do so many charities fall back on the choddy? Is it because they don’t know any better? Or is it because they think serious subject matter doesn’t require the same creativity as say, retail ads? Maybe they think their issues are so serious that people, overcome with emotion, will be unable to notice how much the collateral sucks. Either way, it’s fueling the choddy epidemic.
Fortunately, there’s a lot of inspiring, clever pieces of social cause advertising on the web that go against the choddy approach.
For example, The Pilion Trust, a poverty-focused charity based in England, did their part in stopping the choddy plague with this great piece of advertising.
It’s witty, poignant, and disruptive.
Just like any other piece of great advertising creative.
But we’ll argue it’s even more important for charity PSAs to have an element of disruption or surprise because they often do not have the luxury of big, cushy media budgets to help spread their message.
So if you feel the need to make a choddy, go right ahead. Just know your peers will probably pass it around with GIFs like this:
- Will Knox, Writer