Confidently Moving From Intention To Action
After months of conversations about an idea for how the forces of marketing might come together in a new way to create change for the greater good, I finally made the switch from having conversations to see if it could work to using those conversations to inform how it will work.
Along with the decision to just give it a try were key decisions on the specifics to give the idea more focus and guide a plan of action.
Location
Rather than think about this as a national effort, start first with a smaller footprint. Rochester, NY, my hometown. We have a rather close knit marketing community thanks to active trade groups like the AAF, ANA and 4As and the active community engagement of agencies and our local Causewave–(once known as the Ad Council but now recognized as far more than a marketing support to non-profit organizations.) and close-knit non-profit organizations.
Issue
Reducing the rate of poverty was a key goal for our regions’ consortium of organizations responsible for driving our economic success. Poverty is attached to every other social issue, from racism to education to climate equities. But because its very definition is based on economic status, there is a more linear and direct connection between the poverty rate and the economic success of the region. For many on one end of the political spectrum, the social issue itself is less important than the economic impact it has on them directly. Poverty is our best chance at aligning the community in understanding the need for action.
Details on how to make it work
Everyone I’ve spoken to sees the potential for this idea to fill a gap that currently exists in social impact marketing–a mechanism to give top-down resources of brand dollars to efforts that are typically limited with bottom-up funding. Along with the merits, there have been many challenges raised–like the strain on agency resources, or the securing of funds to ensure it’s worth people’s time to take part.
Some of these challenges have been really helpful in informing how we bring it to life. For example, in lieu of the question of strained resources, rather than have agencies participate as agencies, invite individuals within those agencies to take part on their own time and keep the engagement limited to a create-a-thon styled event.
Others, like the need to ensure there is funding to produce a great idea before participating, I see as a pessimistic attitude from people too limited to see beyond the way things are done to embrace potential and possibility. If non-agency creators are maximizing the use of TikTok and Instagram and various creative tools to create viral content, I don’t think production budgets have to be a constraint.
So, I’ve realized a key detail in how to make this work is carrying the right perspective.
If bringing this to life ended before creative talent even had a chance to concept against an impact brief, I would consider the learnings from the process up to that point a huge success. No one has ever tried something as big as uniting an entire industry around tackling a social issue together at one time. The fact that I’ve had so many encouraging conversations to date is already a success. If we end with only a plethora of creative concepts on how to unite a community around understanding poverty, that would be a huge success. It would give exposure for creatives, great ideas to evangelize in PR and news media and a great learning experience for all. If we actually see some of these ideas get supported with brand dollars and brought to life, well, even better, obviously.
I used to be afraid of trying anything I wasn’t sure would work. I also used to think I didn’t have the chops to make big change happen in the world. At a certain point in this process, I wondered if it was worth me continuing on in the pursuit. But an idea like this isn’t an easy solve with any guarantees.
Just moving forward one conversation at a time has been a huge win for me. I’ve been humbled by not even knowing what I don’t know. I’ve said the wrong things. I’ve shown my ignorance at times and my Pollyanna sense of optimism to a fault at others. And I’ve been connected to amazing people doing incredible work in my community. So it’s all still a big win and a worthwhile endeavor in my book–even if I stopped tomorrow. But I won’t.
“This difference between success and failure in life most often comes down not to intelligence, hard work, or luck--but confidence. Confidence is the ability to be unafraid of voicing and pursuing our own deepest wishes and ideas.” (School of Life.org) I am confident this is already successful and will continue to be, regardless of where it goes.
In nearly every conversation I’ve had, I’ve asked the expert I’m speaking with, “Do you think I’m nuts for trying this?” My favorite answer was from Mollie Rosen, EVP Strategy, Insight & Innovation at American Association of Advertising Agencies. “No one knew whether they’d find land when they hopped on that boat to America but they went for it anyway.”
So here’s to the power and potential of marketing and to the confidence of success in the pursuit of impact.
