I was watching the Breakfast News this morning, and in an hour counted about three 'campaigns' for awareness.
One that struck home was something to do with disability, but mainly because it involves Aardman and its awesome animations. But mainly I sat there thinking just how much money had already been consumed rather than actually going where it might help. Especially as I listened to the dapper Director of Communications articulating his 'vision', doubtless outside a several storey Belgravia Office.
Beyond the amount of money going into sticking these in front of us at every turn, as a copywriter I frankly despair at the creative strategies and executions I witness.
See that pear ad? It was in the Sunday Times magazine today (guess how much that costs). It now has copy. Guess what it says: 'Sadder still, it could still be eaten'. Then a bunch of waffle about what food waste costs and a 'tip' (at last) about how to prolong its life: stick it in the fridge. Well, D'uh. Unless it's a banana, as that doesn't seem to work. Or bread. Which seems to go mouldy quicker.
I'm sure these exceptions are on the site, which I will of course share. Through gritted lack of funding.
The next was from the Grauniad. Some eco-energy effort that they have hooked up with. Ignoring the actuality of what they may be selling in competition to others, which seems not to trouble the 'supporting' (er, getting paid) medium, does that line have you, Mr/s. business person, rushing to sign up? Me, either.
And finally, a poster from my supermarket carpark. Inspired? Was I... heck. How much could this spend be better applied where it can DO some GOOD!
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