Why do some awareness campaigns soar globally, while others miss the mark due to cultural oversights? Some thoughts on this.
Did you know that 64% of global consumers would choose, switch, avoid, or boycott a brand based on its stand on societal issues? As brands grapple with the challenge of resonating on the global stage, understanding both cultural nuances and the importance of inclusivity is more important now than ever.
And while sometimes they succeed, other times they don't.
Do you remember these campaigns?
Pepsi: When Cultural Sensitivity Goes Awry
Back in 2017, Pepsi released an ad featuring Kendall Jenner. Intended as a universal message of peace, the ad showed Jenner handing a Pepsi can to a police officer amid a protest. Instead of harmony, the ad provoked outcry, with critics condemning its apparent trivialization of serious social issues like the Black Lives Matter movement.
Starbucks: Best Intentions, Wrong Setting
Starbucks' 2015 "Race Together" initiative sought to promote racial unity. Baristas were encouraged to write "Race Together" on coffee cups, hoping to spur conversations about race. Despite its commendable intent, many argued Starbucks oversimplified a deeply complex issue, emphasizing the importance of the context in which brands approach sensitive topics.
Then, there was Nike...
Nike: Scoring with Sensitivity and Inclusivity
In contrast to Pepsi's misstep, Nike's decision to feature Colin Kaepernick for its "Just Do It" 30th-anniversary campaign was a masterstroke. Recognizing Kaepernick's stand on racial justice, Nike tapped into a broader cultural conversation, proving that brands can align with societal issues when done right.
How to Design Culturally-Sensitive Awareness Campaigns
Research First, Act Later: Before designing a campaign, understand the cultural, social, and political landscape of your audience.
Translate the Essence, Not Just Words: Avoid verbatim translations. Capture the spirit of the message suitable for each culture.
Work with Local Voices: Collaborate with local experts or influencers who can lend authenticity and insight to your campaign.
Diversity Behind the Scenes: A diverse team brings diverse perspectives, enriching the campaign creation process.
Feedback is Gold: Be open to critiques. If a campaign doesn't land well, acknowledge, learn, and adapt.
According to Dr. Amina Patel, Cultural Consultant, "Brands can no longer afford to operate in a cultural silo. Recognizing, respecting, and integrating diverse cultural nuances and voices aren't just good PR – they are ethical imperatives."
In the intricate dance of global marketing, stepping on toes isn’t just awkward—it can be costly. By fusing cultural sensitivity with genuine inclusivity, brands can develop awareness campaigns that make an impact to a larger audience without offending and generating bad press.
But that’s just me… thinking out loud.