# Ogilvy on Advertising — Chapter-13: Advertising for good causes - **Source**: /library/Ogilvy on Advertising/source-file.pdf - **PDF pages**: 256–268 - **Pages without text**: 261, 263, 265, 267 - **OCR note**: OCR is supplied below for image-only pages; multi-column reading order may be imperfect, so consult the PDF for layout and visuals. --- 13 ADVERTISING FOR GOOD CAUSES And raising money for charity Forty years ago, the advertising establishment in the United States set up the Advertising Council to provide free campaigns for the US Savings Bonds, the Red Cross and other good causes. In 1979 the media gave $600,000,000 worth of free time and space to the Council’s campaigns, and the agencies charged nothing for their services. In 1980 the Council’s campaign to encourage co-operation with the Census received $38,000,000 worth of free time and space. This admirable system has one drawback: the success of each campaign depends on the generosity of the media, which cannot be predicted. The system in Britain is more controllable: the government provides the money. • • • Here are six examples of advertising for good causes. World Wildlife Fund During a period of five years, Ogilvy & Mather begged $6,500,000 worth of free advertising from media for the World Wildlife Fund – in 16 countries. New York Philharmonic In 1957 the New York Philharmonic was low in the water. The musicians were demoralized, playing to half-empty houses. My simple solution was to buy a page in the New York Times and publish the complete schedule for the coming season, in advance. Years later, someone who was in a position to know told me that this had done as much as Leonard Bernstein to put the Philharmonic back on its feet. United Negro College Fund A letter was distributed in commuter trains leaving Grand Central Station for the affluent suburbs. It began: ‘When this train emerges from the tunnel at 108th Street this evening, look out of the window’. What the commuters saw was the black slums of Harlem. In a single evening this letter produced contributions of $26,000 for the United Negro College Fund. Sierra Club Howard Gossage, the most articulate rebel in the advertising business, held that advertising was too valuable an instrument to waste on commercial products. He believed that it justified its existence only when it was used for social purposes. One of his advertisements for the Sierra Club, opposing a hydroelectric project in Grand Canyon, pulled 3,000 applications for membership at $14 each. Teenage alcoholism in Norway In 1974 the Norwegian Government started an advertising campaign to reduce alcoholism among teenagers. The first advertisements were aimed at boys and girls between the ages of 14 and 16, with headlines such as ‘I vomit almost every time I drink’. Readership was the highest ever recorded in Norway. Later, the campaign was modified to address parents, explaining why children drink and the risks they run, with headlines like ‘The average Norwegian 16/17-year-old drank 155 bottles of alcohol last year. Parents should know what damage their children are risking.’ More than 70 per cent of Norwegian parents read these advertisements, and the campaign triggered a massive discussion in the media. Drinking among teenagers decreased for the first time in many years. Cancer in India In 1978 a survey in Bombay revealed that knowledge of the causes, symptoms and treatment of cancer was abysmally low. Then the Indian Cancer Society asked my Indian partners to mount an advertising campaign. The purpose of the campaign was to change attitudes from ignorance and fatalism to understanding and optimism. Only then could people be persuaded to have regular check-ups at the free clinics of the Society. The theme was one of hope: ‘Life after cancer … it’s worth living’. The advertisements showed real people who had been cured. Within two months, the number of check-ups given by the clinics tripled. (See page 276.) RAISING MONEY Before you rush off to your favorite charity and volunteer to raise money by running advertisements, I must warn you that it is rare for any advertisement, however powerful, to bring in enough direct contributions to pay for the cost of the space. What advertising can do, is to ‘sensitize’ the market, thus making it easier to raise money by more personal methods of solicitation. It is difficult to persuade people to give money to a charity unless they know something about it. During a period of five years, Ogilvy & Mather begged $6,500,000 worth of free space for the World Wildlife Fund in 16 countries. The ads produced only modest contributions of cash in the mail, their function being to sensitize the public for more personal methods of fund-raising. [OCR from image-only PDF page; verify layout and illustrations in the PDF.] The New York Philharmonic-Symphony ANNOUNCESITS PROGRAMS FOR THENEXT14WEEKS! X/HEN the New York Philharmonic-Syraphony addressed stamped envelope, to Camegie Hall Yreleased its programsforthefiesthalfofits BoxOffice54 West57th Street,New YorkCity. Speclal Ponslon Fund Concerts current season lastOctober,the response was Ticles:$3.00, 54.00,56.00,$7.00.58.0 Tickel prices for the concerts are: iremendous. Many concerts wcrc sold out well in ToeidayFebuary26at: Thunday cenings and Fritay afemoes: Balcony S1.75. BRUNO WALTER·MYRA HESS advance, $2.25,$2,75:Dress Circle $3.25, $3.75; Box or Parque BEETHOVEN PROGKAM Now this world-famous orchestra is releasing 53.75, $5.00. the programs for the secoad half of this season. Satantay enesings: Bateoey $1.50, $1.75, $2.00; Dres Symphony No. ) (Eroica") Still tocomearc manymagnificentmusicalcvcnts; Circk$2.25.$2.75:BoxorParquct$2.75.$3.50. Wedodayllat nine illustrious conductors and tweaty famous Sundayafterno0es:Balcoey 51.50,52.00.52-25:Drcs MITROPOULOS:RENATATEBALDI Circele S2.50,$2.75:Box orParguet $2.75,$3.25 soloists are scheduled toappearwith the orchestra. Young Peoplo'ConcertsFcb,16,Mach9 YoucangodirectlyoCarnegieHalltobuyyour For additional inforamation call Clrcle 7-7460 May IalII A.M.Ticleis: oe to S1.00. or COlumbus5-4480.And keep the list of pro- WILFRIDPELLETIER,condocla grams beloe Jor farure reference. and mail with check or money order, and self- JOHN LANCSTAFT, comeseneler PR0GRAMS-January24,1957toMay12,1957 WALTER,cenducting MITROPOULOS,cendueting GRIEG BERNSTEIN,cendueting Piano Concens ThendayMarch7eiB MITROPOULOS,conducting Thenday.Jaa4etBos Thunday.Feh.Hnto4s LOUISKENENER.CIRNY MOUSSORGSKY FraT.Jm.25Z:30 Fridpy.Frk.15m 2:30 Frday.Merehsa Z:30 Picturcs al an Senday, Aprit 28 at 2:30 Exhidition ROSENTHAL Ode (Preniert) MariaStsdet,sapran EUCENE ISTOMIXPieRBT BACH-RESIGHPaacaglia,Cmisor COPLAND ShonSymphony Onerure (renicrt) PARAY,conductinE SCIULLER BEETIOVENEe-COo BRAMS SympbonyNa.) HARRIS Tunday.Ape4at8:45 BEETHOVEN "Promethen"Oerture BRAIIMS FianoConctne Na Synphaay Ne, 4 Symphoria Domestica TRAUSS MAHLER ThreSongyfor Sopraso "AcademicFestical"Orertutt MAHLER Symphony Ne. 2 Senday. Mareh 10 st 2:30 horicn (N.Y.Premiene) HEIDEN Thurday, May 2 a. B,45 Pano Concena Na? NOHD Sooday.Feh.17st7:30 Friday.MayJatI:3C BERNSTEIN Candide"Orertue tNa) ROUSSEL Spider'sFeast Marin Stade,aaprene BERLIOZ BLITZSTEIN Orerure WAGNER Prtlude aLebestod Short Syephony CoruiOveture WALTON BEETHOVEN -Emperer"Concrno WAGNER Srmphony Na) HARRIS CelloConcerta Wntmister Choll BEETHOVEN "Leonors" SEETIROVES riano Conctrto No.2 MENDELSSOHN MAIILER Sympleey Ne.2 Satuday,Apull 6at B:1s STRAVINSKY "Fiacbird" Suisc TCHAIKOVSKY MITROPOULOS,cenducting Sendny.Apel17 st 1:3C MITROPOULOS,cenducung AUTORI,conductinz SOL, eendueting Capriccio fialien Thunsday,Peh.21ntB:45 7.Jam.31 at Bp45 Taunday,March 14 stis4s ZINOFEANCESCATILVawal LALO "LeRidYOvenure Friday, Frk. 22 at 2:30 Frsay.MarchB5 at 230 Friday.Feh at 2130 Yiolin Conct/to Sutwday.Mar atss BRAHMS ZINOFRANCLSCATTLVoTa NATHANMILSTEINvoinl CURZON.plewir CLIPTORD ROUSSEL SpidersFeunt RAYDUDLEYion BACHSu CINASTERA Oreriure:Creole"Faun" DinncaeNa.2K MOZART BARTOK Dance Sue WAGNER reludeALicheted DELLOJO1O Ne) Sympbonie Eupagnole LALO Cooko.Amjo,K. MEYEROWITZ MOZART Midraid Eaber Ride of the Vallyries Coscrt Music WAGNER BERLIOZ. Symphenie Partnitiqur rmicre, BRAHMS Symphony Na.i RACHMANINOFF PiassConceneNaJ forOrches COLDMARK Viclin Concena IYNOONYZ Saturtay,Fek. 23 a: Sss Dsna dd Torchio, MITROPOULOS,conducting JEAN CASADESUS PONUN GiliettaeKeneo" DRAIMS Uika.Syacun,Buk,Tro Sunday.May5st2:30 SCHURERT Symptony No.S Rocbesitr,Cenio. DARTOK Dance Suite Solurtay.Frh,2 st B:45 GRECORKFIATIGORSKYcrn Other worlu ieheewennd MITROPOULOS,conductiag STRAUSSSgnphoniaDomestica WALTON BEETIIOVEN Piano Cosceno Na.) Diveninvate No.2,K.131 MOZART BERLIOZ CalioConerta DERLIOZ Beatrice & Besedicr" Variation,Dr.Jeky! GOULD "Cerui-Overture Overturt Fay.Api20at 2:30 Me.Hyde Cremker) LOUIS KENINER.PEN Frler-Mereh 22 st 230 Stu3Feb. 24 t2:30 Thrnday.Mag n S:tS NNVNNIDS CelleCoosrto ERICA MORINIJANNIN SCHULLER DramalieOvefure ZANDONAI Damadei Terchie, JEANCASADESUS.PIRIT BEETHOVEN Symmony No.? Giulietac Remro" ViolisCocert, BEETIOVEN SymMonyNa! MOZART Giortio Tori, huns David Llogd,ierer SCHUBERT Symphony Na.S Sday.Fek.Jat2:30 BRAHMS Piaso'Cocefto Na.2 BEETIIOVEN STRAUSS TiEelempiepl NATAN MISEIN,icio AUTORI,conducting ScholsCantorun KODALY BERLIOZ "Beairice & Besedit" DimeneNo.2K Fos.Pualms forChoru MOCAR Palma Hungaricus Overlure GOULD Variatioos,"Dr. Jeky SayM CAMILLAWICKS.Mo a Mr.Hyde SunayMaeh230 SANMARTINISymphN!NO) DENTZON Vararion BreE Thursday.Fra23 at Bo45 AOrchetra (Premkcre) Vialin Coecirto GOLDMAKK KUDOLFSERKIN.PININ EGCE.. FrMay.March1 at 2.30 Danta ddi Terchie, MOZART_Symphony Na.X BRAHMS WALTON (U.S.reamicne) Gulietlae Ronro" SClUBERT SynphonyNoS Bebhuuar's Feast BRAHMS WALTER,conducting SrmphonyNe(remken) KUBIX Fiano Cosceto Na1 STRAUSS Tunday.Fe.7 n B4s DALLAPICCOLA Tartiniana PiansConcerta Na.4 BEETHOVEN VILLA.LOBOS;cendueting DrfitishueCOciture WEDER Thunday.March 28ste:15 RUDOLF,conductinE CARNECIE HIALL BOX OFFICE -Unfoihes-Spphony HIUSERT Friday,Mard 29at2:30 Salurtay.March 2.ar 3:45 154 Wevt S7ih Sureet, New Yorl19,New Yor BRUCKNER Symphoey No,9 masd Chorun ERICA MORENLSiRN KOSTKLANETZ,condueting frnitihSchaMin Pleare send me ticlets for the following Philharmonie concertst HAYDN mghonyNa85 VILLA-LOaOSTromontmeasfrom Dates e coecert Location Varation,Chacon DELLO101O Prike er tkirt and Finile Bechinns Srasiciras Na.! 3.0032.1550,3.00 SCHMITT Vidlin Concerio SlanboeN.Y.Prenkcre) YILLA-LOBOS WOLF-.FEKRARI "Secret l Sutanne" DEBUSSY Fetes GUARNIERIAbertura Comcerante Choros Na.t 1 encloxe my check D mescy order amao_sruging luyft Ovtiture WAGNER for 5. AcL.-L Bobcme"(ram) VILLA.LOBOSMandeCam. IN,Y, Prenier) Les Prelodes Enchanied Lals CautePrsseN.YPrmi LIADOFF NAME WALTON "Facad" HAYDN SuyhonyNa S ERICA MORINLkiniM AUTORi,conducting Pola & -Vienns Woodk- STRAUSS ADDRESS DELLOJOTO WALTER,Conductiag Variations, Chaconnr andFinale GLAZOUNOFF Vioia Cocrcrte CLIFTORD CURZON,esier Senda:Fea 10 at 2:30 _ZONE,--_STATE WACNER SiegficdIay WAGNER "Tlying Dutchnan" BRAHMS Themt by Hayds Varialionion BRUCKNER Overtare Thisaderhiementhas bees donated ty penons iaerested in the Ne YortPhitharmoeie-Symphony. In 1957 the New York Philharmonic was playing to half-empty houses. My simple solution was to buy space in the New York Times and publish the complete program for the upcoming season in advance. This worked. [OCR from image-only PDF page; verify layout and illustrations in the PDF.] SHOULD WE ALSO FLOODTHE SISTINE CHAPEL SO TOURISTS CAN GET NEARER THE CEILING? ARTH began four billion years ago and Man two 5) In San Francisco, real estate interests have for years million.The Age ofTechnology,on the other hand, TECHLOGY illing a bay that made the cityfamous,putting is hardly a hundred years old, and on our time chart houses over the fll; and now there's a new idea- we have been generous to give it even the litle line we have. more fll, enough for an air cargo terminal as It seems to us hasty,therefore,during this blip of time,for Manhattan. Man to think of directing his fascinating new tools toward There exists today a mentality which can conceive altering irrevocably the forces which made him. Nonetheless, destruction,giving commerce as ample reason.For74 in these few brief years among four billion, wilderness has the Sierra Club(now with48,ooomembers) has opposei all but disappeared. And now these : mentality.But now,when even Grand Canyon is endang )ThereareproposalsstillbeforeCongressto"improve"Grand we are at a critical moment in time. Canyon.If they succeed, two dams could back up artificial This generation will decide if something untrammelle lakes into93milesofanyongorge.Thiswouldbenefittour- free remains,as testimony wehad loveforthose whof ists inpowerboatsitis argued,who wouldenjoyviwing Wehavebeen taking ads.therefore,asking peop the canyon wall more closely.(See headline.) Submerged write their Congressmen and Senators; Secretary ofth IRSTDINSAURS underneath the tourists would be part of the most reveal- terior Stewart Udall; The President; and to send us fur ing single page of earth's history.The lakes would be as continue the batle. Thousands bave written, but meany deep as 6oo feer (deeper for example, than all but a hand- Grand Canyon legislation still stands a chance of pa! ful of New York buildings are high)but in a century. More letters are needed and much more money, to help silting would have replaced the water with that much the notion that Man no longer needs nature. mud, wall to wall. There is no part of the wild Colorado River, the Grand David Brower, Executive Director Canyon's sculpror, that would nor be maimed. Sierra Club Tourist recreation,as a reason for the dams, is infact Mills Tower, San Francisco an afterthought. The Bureau of Reclamation, which has Please send me more details on how Imay help. Here is a donation of S- backed them, calls the dams "cash registers." It expects to continue your eff they'll make money by sale of commercial power. to keep the public informed. Send me"Time and the River Flowing,"famous four col They will not provide anyone witb water. book which tells the complete story of Grand Canye 2)InNorthern California,during onlythe last115years,near- and why T. Roosevelt said,"leave it as it is." ($25.00) Send me"The Last Redwoods" which tells the complk ly ali the privatevirginredwood forests have beencut down. story of the opportunity as well as the destruction in t Where nature's tallest living things have stood silently redwoods. ($17.50) since theage of the dinosaurs,there is, incredibly,argu- Iwould like to beamemberof the Siera Club.Enclosed ment againsta proposed park ar RedwoodCreck which S14.0o for entrance and first year's dues. would save a mere 2% of the virgin growth that was once Name. there.Forhavingutsomuchandtakentherestforgranted, the lumber companies are eager ro get on with business. Address. They sce litele reason why they should not. State. City- Zip The companies have said rourists want only enough roadsidetrees for the snappingof photos.They offered to *The Sierra Club,founded in 8g2 by, John Muir,is nonprofit, sup by people who, like Thoreau, belierein wildness is the peservat spare trees for this purpose, and not much more. The the world."Theclub'sprogram isnationwide,includes wildeness resule would remind you of the places on your face you books and films—as well as such efforts as this to protect the remr missed while you were shaving. in New York (Biltmore Hotel), Washington (Dupont Cirele Building 3) And up the Hudson, there are plans for a power complex JCORAL Angeles (Auditorium Building). Albuquerque, Seattle, and main of San Francisco. a plant,transmission lines,and a reseroir near andon (Our previous ads, urging that readers exercisea constitutional ri Storm KingMountaineffectively destroying one of the petition to save Grand Canyon from twodams which would have floo produced an unprecedented reactionby the Internal Revenue Service! last wild and high and beautiful spots near New York City. ening our tax deductible status.IRS called the adsa"substantial"e 4)AproposaltofloodaregioninAlaskaas largeas Lake Erie "influence legislation"Undefined,theseterms leave onganizations lik at the mercy of administrative whim.[The guestion has not been would eliminate at once the breeding grounds of more with organizations that favor Grand Canyon dams.] So we canno wildlife than conservationists have preserved in history. of what may be a long legal battle.) In 1966, a group of Arizona Senators proposed a Bill which would have approved the flooding to part of the Grand Canyon for an unnecessary hydroelectric project. Howard Gossage’s agency in San Francisco ran a campaign for the conservationist Sierra Club who opposed it. His first ad pulled 3,000 applications for club membership – and the hydroelectric project was scrapped. Gossage believed that advertising justified its existence only when used for social purposes. The most articulate rebel in the advertising business, he said things like: ‘I love the advertising business. I truly do, although it’s no business of a grown man. I love it because it’s such a lovely Augean stable to clean up.’ [OCR from image-only PDF page; verify layout and illustrations in the PDF.] Unni,14 ar: 《Jeg spyr nesten hver gang jeg drikker.> Hvorfor drikker du likevel? Oglikevel drikkerdufordide Ikke fordi det er godt iallfall. andre venter det? Taler ikkemye heller,for den Jo,men detgjordeandre ogsa saks skyld. Nesten hver gang Er ikke dette temmelig tapelig? ender det med at jeg ma spy. Jo, det er kanskje litt dumt. Men du sier ikke nei til alkohol? Tror du mange har det som deg? Tor ikke. Vil ikke at de andre Sikkert. skal leipe og erte. Du foler med andre ord et press? Hva omderepratet om det i gjengen som du vanker i? Du kan vel si det. Av og til Det vil sikkert vaere lurt,men skulle jeg onske at jeg kunne si jeg tor ikke vaereden som nei, sa slapp jeg a bli sjuk. begynner. Hvorfor drikker du deg sa full? Alkoholen virker pa vart Det er jo derfor vi drikker. For likevekts-senter og oyen- abli fulle.Noen ganger later jeg bevegelser.Var balanse og forresten som jeg erfullereenn avstandsbedommelseblir jeg er, sa de andre skal synes darligere ved sma doser, ved det er O.K at jeg ikke drikker sterre doser blir vi kvalme og mer. kaster opp. Vet foreldrene dine noe om dette? Nei, er du spre! Det krever Har du tenkt over at dine alkoholvanerkunne skade deg bare lit mota si nei. for livet? Nei. Sann tenker vi aldri. Prater aldri om alkohol Vi Send denne kupongen til: forteller bare hverandre hvor mye vi drakk og hvorfullevi "HOLDNINGTILRUSMIDLER bleog sann. ALLESANSVAR- Du synes altsa brennevin er Postboks8152-OsloDep.-Oslo1. sd sender vi deg opplysningsmateriell forungdomfor voksne Ja, godt er det ikke. Navn: Adr.: Postnr. Poststed: Two in a series of advertisements created by the Oslo office of Ogilvy & Mather on the subject of teenage alcoholism. The headline quotes a 14-year old girl: ‘I vomit almost every time I drink.’ Readership was the highest ever recorded in Norway. [OCR from image-only PDF page; verify layout and illustrations in the PDF.] DEN NORSKE 16/17-ARING DRAKK155 FLASKERIFJOR FORELDREBORVITE HVILKE ALKOHOLSKADER HAN RISIKERER: giennomsnittligeforbruki1973. De155flaskencsomstortsett Overlegenforalkoholomsorgeni lo-17srgumlepikerdrakk00 drikkespa lordagfordelerseg shik: NorgeThorbjornKjolstad,sierat flaskerol,Sflaskervinog4 flasker alkoholismekan bli varalvorigste 13ohalvflasker ol,8halvflasker vin brennevin. Det er liten grunn til 3 folkesykdomnir disse ungekommer og 11 halvflaskerbrennevin.Tallene trost forbruketcrmindreidag. oppimoden alderog harmisbrukt gjelder l6-17ir gamle gutters alkohol en del ir. SENTRALNERVESYSTEMETCT SYNSEVNENeralltidnedsattmens mestutsatt:En lett.rus(0.0-1,2e) man erpaivirketavalkohol.Ivissetilfeller nedsetterselvkritikk og hemninger. kan det forekomme varige skader. tiorsamarbcidetmellommuskler usikkert.Avstandsbedommelsen svckkesogsynsteltetinnskrenkes LEVERSKADERoppstkrhoskroniske HJERTETSrytmeforstyrresofte alkoholmisbrukere.Jotidligereen ayalkoholMisbrukkan ogsd begynnermisbrukealkohol.jostorre forctil odeleggelse avhierte- sjanse crdetfor leverskader. muskelen. LAMMELSERiarmer og ben MACEKATARROGMAGESARer opptrer hos alkoholmisbrukrne hyppighos alkoholmisbrukere,og som spiser for lite B-vitamin skyldes dels alkoholens irriterende Lammelsenekan ialvorlige tilfeller virkningp3mageslimhinnen,delsnervese blivarige. komplikasjoner. TENARINGENEVILSNAKKEOMDETTEMEN The headline reads: ‘The average Norwegian 16/17-year-old drank 155 bottles of alcohol last year. Parents should know what damage their children are risking.’ More than 70 per cent of Norwegian parents read these advertisements, and drinking among teenagers decreased for the first time in many years.