Reading ‘The Truth Behind Norway’s First Child Wedding’ highlighted to me the way that advertising and social media can be used not only to increase knowledge of products. This story, unlike thousands, isn’t real and instead is part of Plan International’s initiative to draw attention to the sheer number of child marriages.
As someone who is interested in a career in marketing, I feel this story highlights a new trend in advertising. Showing companies can not only use their massive social media following to promote their own products, but as a channel to highlight important and significant events, issues and charities that need our support.
A company I feel has taken this to heart is Ben and Jerry’s. Take a visit to their twitter page and you are able to get a sense of the work that the ice cream manufacturer is carrying out to increase the awareness of using Fairtrade products to benefit local communities worldwide as well as providing higher quality end products.
I recognise that advertising is a great tool for promoting a brand and its products, but I also think that it now represents a greater opportunity for companies to use their reputation to benefit others.
References
- http://pennstatebrandywinefairtrade.wordpress.com/2013/01/27/ben-jerrys-switch-to-international-fairtrade-certification-mark/
- http://www.businessnewsdaily.com/4679-corporate-social-responsibility.html
- http://i100.independent.co.uk/article/the-truth-behind-norways-first-child-wedding–lyHKZMEaBg
- https://twitter.com/benandjerrys