Norms.
It’s one of the most influential factors that shape who we are, the society and the times we live in. We grow up and we just accept that there’s always a certain way of doing things. Or we hold on to beliefs, no matter how limiting they are, because so many people are holding on to the same truths.
So we go on passively accepting that such is life. We tell ourselves: life isn’t always fair, there are more questions than answers, time’s ticking away and we got to get on with it.
But the beauty of time is that it brings change. Change that can take the form of a revolution – one that can either be subtle or really violent. And often times, the most disruptive changes are brought about not by arms or force, but by thoughts and emotions.
What follows are four brand campaigns trying to break social norms. Each brand tries to put an idea out there. All aiming to encourage audiences to take a stand, to do something whether it’s for or against the beliefs that we find to be true, meaningful and important in our lives.
Brand Campaign 1: Dove’s Real Beauty
Arguably, one of the most controversial ideas ever to puzzle mankind is the definition of beauty. The royals, the artists, even the lay people on streets have their own take on what makes someone or something beautiful. For the most part, it is a subjective evaluation, but society also pushes the “ideal” standards of beauty that everyone feels pressured to strive for.
Dove’s campaign for real beauty is not only groundbreaking. It’s also brave. Definitely edgy. And most of all dynamic. It all started with this time lapse video of a model. And from then on, the brand never stopped it’s advocacy on telling women all over the world that beauty cannot be put in a box, or measured, or even labeled. The brand’s message is to forever appreciate yourself and be proud of who you are.
Here another one from Dove:
Brand Campaign 2: SK-II’s Change Destiny
I’d like to believe that the tradition of marrying off daughters springs from a very positive, loving place. But we all know history. Women were often given away for dowries, for political gains, or simply to lessen the burden from their own families.
Asian societies, no matter how open and advanced they’ve become, still stick to the notion that women are homemakers. And they must be married off at a certain age. Otherwise, they’re not fulfilling their duty to the society because they did not do what they’re expected to do.
In this very moving brand campaign, “leftover women” tries to reach their parents hearts – trying to make them see the reason behind their choices and assuring them that it’s still okay. They’re still going to be productive, meaningful individuals even without husbands or families. Being single past the marrying age doesn’t reduce who they are and doesn’t make them lesser members of the society.
Brand Campaign 3: P&G’s My Black is Beautiful
Launched at the height nationalistic sentiment, biases and prejudice, this campaign aims to encourage everyone to speak up and find ways on how to get along amidst all the differences. It makes the audiences uncomfortable because it highlights a social issue that was once considered taboo. As the ad says, “It’s time for everyone to talk about bias.”
Brand Campaign 4: Always’ Like A Girl
You’ve heard it before. When you’re acting so soft, so sentimental or weak, you’re more likely to be called a “girl”. Here’s a brave re-frame of the that notorious term by Always. It gives emphasis on a girl’s strength and amazing potential.
Most of these ads may have been all about women and their rights, but don’t think that I’m discriminating other genders or belittling other social issues. If you’ve come across a campaign that truly inspired you, let us know about them. You can either put them in the comments or send me a personal message so I can add them on the list.
As always, thanks for dropping by!
Featured Photo by Jilbert Ebrahimi
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