Humor is not a joke in advertising. If the implementation of humor is not in a proper way, opposite results will mar your brand image. Sometimes, humor can be highly effective, and sometimes it will do no benefits for your brand. Ford tries to sell the cars through some jokes; we think that it was a mishap. Insurance ads were initially reluctant to wear a smile. But, now even cupids have started to sell insurance.
But what about implementing humor in a campaign which addresses the concern of disabled persons. Well, our mind usually says a loud âânoââ to that. But, take this unique campaign intended to encourage employers to ignore labels when hiring people with disabilities. The campaign uses comical labels to convey the message.
The ads are being financed largely by agencies in 30 states that provide employment services as well as health and human services to their citizens who are disabled. The agencies have set a goal of raising $10 million for the campaignâs budget for the full year.
The campaign, in a light-hearted way, tries to challenge conventional wisdom about workers with disabilities by offering humorous examples of people with âdifferencesâ already employed.
Via: New York Times
