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Save Your Customer's Life: A Good Business Sense

posted on Saturday, February 02, 2008 07:30 PM

PROBLEM

99.9% advert budget world wide is commercial, only less than 0.1% is for the life saving social skill messages.

SOLUTION

Marry commercial and social message in the same frame, same advert, same poster at no extra cost. By putting a small 5% social messages as part on every commercial message covering 95% of the ad space there will be reinforcement and the customer will be kept alive longer to enjoy the primary commercial product - e.g. if Coca-Cola had had an advert which said - 'drink Coca Cola and when the tide goes out suddenly run for high ground as it may be a tsunami', many of the 220,000 tsunami victims, who were customers/potential customers, would still be alive today - a responsible way of providing necessary life-saving messages to customers and a good business sense.

Merely by using seat belts...no...safety belts, crash helmets, hand washing, switching off a light as a subliminal or actual deliberately explained item in ordinary ads with big stars can reinforce in a copycat manner the social skills needed to survive life.

We should stop referring to 'Safety Belt' as 'Seat Belt'- this is a simple behavioural change technique.

What do you find in the face of telephone recharge cards? Perhaps, you find the price, maker, telecommunication company and... dispose properly after use. You will also find empty spaces begging for life-saving messages. The customers will keep the cards as long as s/he wants, if it has such a message that can save lives- a good business sense

WANTED

Social Messages from the UN or WHO top 20 messages add-ons to every advert worldwide free to get behavioural change and a better world quickly. If adverts can sell you what you do not need at least they should have an added social value as well as no one wants to pay for social messages as they do not bring any financial returns to the buyer of the space. This would be a great advert Corporate Social Responsibility Strategic Revolution in the 21st Century and save and educate billions of citizens/customers.


PROBLEM 2

Youth ignorance and aviodance of contact with life skill messages like clean your room, be nice to people, wear a safety belt, anti- drugs, get exercise, don't smoke and other messages.

SOLUTION 2

The Corporate world should take the messages to them on their websites, and using a 'Breaking News' strip under every children's TV programme to give the social, eductaional and even breaking news while they watch cartoons, films and pop music.

The life you are planning to save might be that of your customer.

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