Awareness Campaigns Get Sexy

“Sex sells”, or so the adage goes.

It seems to me that shortly after Old Spice launched their “Old Spice Guy” campaign in February of 2010, spots and moreover online advertising has shifted; More hunks, more babes and more views for everyone.

The Old Spice Guy campaign was undoubtably successful.  Product sales doubled and Old Spice’s YouTube channel has accumulated almost 250,000,000 views, not to mention dozens of industry awards. As one blogger put it, The Old Spice Guy is perfect, obviously. Zero body fat, the supernatural ability to embody masculine ideals, and a baritone deadpan delivery that instantly unleashes awesome into the world. For Proctor & Gamble, the manufacturer of Old Spice, the campaign was a home run.  It not only got them paid but re-energized a failing brand into one that younger generations could connect with. Not an easy task when competitors like Unilever’s AXE are prevailing.

After a year of review and the financials tallied, more cautious and the commonly less “sexy” sectors are taking notice. Enter the health industry.

Of course it wasn’t going to be health organizations taking the plunge into creating daring content first.  When you’re a non-profit and your funding comes from an established foundation, one doesn’t “rock the boat.” This rings [...] continue the story

“The Market” Broadcasts Across Canada

Hot Docs 2011 Don Haig Award Winner

Twelve years ago, when I was still living in India, I had maids who had scars. When they used to casually tell us they had sold their kidneys, I did not see it as a symptom of a larger evil. -Rama Rau, Director

Every 3 days a Canadian dies waiting for a new kidney; in the US it’s a person a day. Where do patients go to fill the gap?

Filmmaker Rama Rau’s revealing documentary “The Market” follows individual stories that explore the larger issues surrounding the organ trade – and looks at these issues from both a Western point of view as well as from the point of view of people selling their organs. What are the ethics of organ buying and selling? And, what would we ourselves do if we were forced into a similar dilemma?

In a slum in Chennai, India most of the fishermen are in post-trauma conditions, having witnessed or been in the wake of the 2004 Indian Ocean tsunami. They simply refuse to go back to the sea for their livelihood, and to survive, their wives have taken to selling their kidneys to feed the children. The tsunami has accelerated what is [...] continue the story