Agency: | Author: Jez Frampton |
Turning Sympathy into Anger. Changing the Nature of the Emotional Response to NSPCC Advertising
OVERVIEW
In a world with increasing levels of charity advertising, the potential donor has approached a point of compassion fatigue. The planning challenge was to seek a breakthrough in terms of emotional response and express it vividly to the creative team. Most advertisers seek to stimulate the emotional response of sympathy and hence encourage donation. This case illustrates how planning provided vital insights which enabled Saatchi & Saatchi to create advertising which stimulates a much more intense and motivating emotion: ANGER....