“CREATE ACTS, NOT ADS.

”
From the forty thousand year-old pieces of art which adorned mankind’s
prehistoric caves to the advent of the printing press in the 1440’s and the
amalgamation of it all through the World Wide Web, the sole purpose was
pretty simple- influence.

Keeping in view this perspective, media has pivoted public opinion through
propaganda, literature and technology. The moment we realize that our smallest
actions can alter lives, affect mind-sets and bring about social movements is the
day we influence.

Today, we have evolved enough not to face adversity from wild animals or
neighbouring warring tribes, but from social stigmas which exist within us. This
is the impetus which should drive us towards uplifting unnecessary dogmas
thereby impacting lives. Adidas collaborated with Parley and has started making
shoes which exclusively use ocean plastic. This idea to recycle waste and curb
water pollution is not short of a movement in its own.

Levi’s started its equality campaign to ensure better work opportunities for the
members of the LGBTQ+ community and this induced a significant positive
impact on its sales. Similarly, brands like Gillette, with its ‘My skin, my way.’
campaign and Ariel with its ‘#sharetheload’ campaign have created compelling
success stories among the targeted consumers.

The major challenges which these ideas face include not only execution on a
thematic level but also heavily in the psychological space. Johnson & Johnson
for instance have proved how customer insights and constant social interactivity
with them can be beneficial through their YouTube videos on baby care, the
provision of e-books for working mothers, etc. They have even declared the
year 2018 as ‘The Year of The Working Mother’ and ensured their target
clientele is satisfied.

The outcome of these and several such movements have definitively altered
many social stigmas and brought about a modernist approach culturally as well.
The sustainability of any idea solely rests on the responsible shoulder of its
thinker. As it is quite a known fact, “If you’re not a part of the solution, you’re a
part of the problem.” Better look out for the best solutions.