Marketing for a non-government organization can present a unique challenge in itself. With our ever increasingly busy lifestyle, it’s always hard to grab our attention. This becomes increasingly harder when we want to get someone to not just make a purchase, but a lifetime commitment to support a movement. In this advertisement, the Rainforest Alliance really understand their target market’s hectic lifestyle and used this knowledge to their advantage by suggesting them an impactful action that can still suit their routine.

In this video, a typical young father’s routine life has made him a ‘good’ person. Then, his life is suddenly shaken as he found out how desperate the deforestation of rainforests is. Yet, ironically enough, we are then shown what he would NOT do. He left his ‘old’ life and embarked on a journey to save the rainforest. He moved to a Nicaraguan rainforest and tried to start a movement with the native tribe. But he actually failed tragically in his attempt to change this situation single-handedly. So instead, the organization provided a more realistic solution by suggesting the watcher to JUST buy products that have the Rainforest Alliance certification on it.

I think the Rainforest Alliance has done a great job at researching their target market & incorporating their lifestyle into their marketing strategy. They were also able to reach a specific demographic by portraying a typical person from this target segment. Because of these factors, they were able to be relatable to the adult male demographic who would still like to ‘make a change’ but can’t afford to change their life drastically. This ultimately led to their successful promotion of the campaign.