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A healthcare system sponsors radio ads which quietly suggest personal actions we can all take to reduce violence, isolation and anger in our community. A condom company depicts men and women as erotic partners, going against free credit check Florida the macho-male-as-conqueror norm. A state health agency runs ads in inner city media, making heroes of everyday peacemakers. A toy store offers to buy back toy weapons from children.

Higher Ground Advertising represents virgin territory which offers a potential social and marketing home run to any organization with the courage to try it. It combines the best of the other dimensions and takes the advertiser to a new level.

Reaching for the Higher Ground To advertise on higher ground is really quite simple. You have to believe that if advertising can make people buy junk they dont need, it can also make them buy ideas we all need. You have to believe that advertising has as much potential for good or bad as any other activity your organization undertakes. And, therefore, that you have a responsibility to wield it for the good. You have to believe that there is an inherently good idea at the core of your enterprise which is somehow parallel to an inherently good idea at the core of our communities and free credit check Florida world. credit score scale You have to believe that connecting the two will ultimately be good for you organization. And you free credit check Florida have to believe that if you dont advertise on higher ground, your competitors surely wont either. Once youve changed your mind, consider these tips on how to proceed. Make sure the rest of your organization is operating on higher ground, too. Nothing kills a bad product faster than good advertising.

While Higher Ground Advertising isnt necessarily about your mission and values, it cant be done without understanding them.

Use it as an opportunity to reexamine and rearticluate what you stand for. It free credit check Florida is there that the connection to a positive attitude or behavior - the basis for Higher Ground Advertising - will be found. If that truth free credit check Florida is hard to come by, advertising is the least of your problems. about credit reports Fund a portion of what you spend free credit check Florida from your community dividend budget. This will fundamentally change your organizations perspective on the role and expected return of the campaign. Measure results so you can prove it works and thus free credit check Florida maintain your funding. Remember, part of what makes advertising a toxic event is its constant intrusion upon involuntary recipients. Your Higher Ground strategy will need to be invented from the ground up.

The magic of advertising is different for every product and is created from whole cloth every time. Finally, it is exceedingly important to understand what Higher Ground Advertising is not. It is not about overtly saying you are a socially responsible organization. That might come through loud and clear as a result of your message, but its not the message itself. The English language doesnt work without the use of gender pronouns, and every photo reveals a bit of the ethnic history of the subject. It is not about gaining an immediate return on investment. In fact, the types of free credit check Florida ideas and issues which find their free credit check Florida way into Higher Ground Advertising campaigns free credit check Florida are the stuff of which some of the most interesting, creative and provocative advertising on the planet can be made. how to obtain free credit report

Some of which you have, hopefully, already made, just by reading this far. On behalf of the planet and the people who inhabit it, thank you. Lynch Jarvis Jones is an advertising agency in Minneapolis. Our mission free credit check Florida is to create positive social change through the power of advertising and marketing.

We try to make great advertising for clients who deserve it. If youd like to know more about us, contact Kevin Lynch at (612) 371-5720.