Brands as tools for public education and enlightenment

By Ayopo Ayodeji

The impact of brands in public education cannot be underestimated. This is due to the potency of strategies adopted to leverage brand visibility and positive perception. In such campaigns, even when the brand image soars, the ultimate goal of public education is given utmost priority.

I read the Dettol new health campaign several days back and in my own way, commended the thought process behind the campaign. I never thought the campaign could form a thrust of my column until events proved otherwise. However, the effectiveness of the campaign manifested through our children who started echoing one after the other, “We should wash our hands with Dettol soap”. I had not taken their comments seriously until they persisted. It was at that point I reminded them they use Dettol antiseptic to have their bath on a daily basis. I thought I had successfully calmed them, not until they reached for their school bags and brought out a manual on the Dettol Health Campaign. I was surprised because our first son had conveniently drawn the diagram in the manual on how to become a Dettol Health Champion. It was at this point that I realised that the children meant business. I had to take time to peruse the manual and it was a very enriching one.

It is important to state that brands that are dedicated to enhancing the quality of life build a sustainable image over a long period of time. Public education campaigns go the extra mile to connect directly with the public. It creates an instantaneous acceptability for the brands due to its advantage of knowledge sharing to the public. The Dettol Health campaign is indeed an eye opener to what brands can do to promote public good and influence them to take concrete steps to better their lives. I believe the strategic goal of the campaign has started achieving its results with my own experience already. This is because our children now want us to change to Dettol soap.

When brands enlighten and educate the publics, such brands remain in the hearts of the consumers. The functional benefits of such brands are also properly promoted to the consumers. There is no way such a brand will not occupy distinct advantage in the market. With the campaign which is targeted at the school pupils, the brand is being positioned to make them become influencers on their parents. Through the published educative manual, the school pupils have automatically become health champions.

The branding campaign is a well structured communication dedicated to public awareness in maintaining health standard. It exposes everyone and not only the pupils to harness the enormous benefits that come with proper hygiene.

One major fact that companies with consumer brands should realise is the need to embark on a long term investment on their brands. Some companies tend to focus on profitability alone without considering the interests of consumers. When brands are consumer driven, activities are embarked upon to promote public good.

Brands should seek to activate educational and enlightenment programmes that will impact positively on the brand’s image and on the long run benefit the public. When brands are consumer driven, the consumers will always be the focus of all brand activities and programmes.

In essence, brands should begin to adopt forward looking strategies to promote the general well being of the consumers. The path for a brand to be a champion in the market place is indeed to champion the causes of the consumers.

We need brands to educate and enlighten the consumers more on issues that affect them directly. This tells the consumers that brands are not only after their purchase alone but also their welfare. Brands can develop and thrive when they offer consumers something that they want and need which are beneficial and relevant to their lives. The ultimate result is that consumers will have intimate and powerful relationship with such brands.

The innocreative quick teller advert

If you have seen the Quick Teller advert of Interswitch, you will quite agree with me that it is both innovative and creative. It is one that has original thinking behind it. The advert projects the service providers with a lady’s earrings which exemplify creativity at its best. The other version of the advert had a lady’s finger nails with the service providers and it was published in a women focused journal. The print advert deserves commendation as it is one that is distinct. Coincidentally, the Communications Agency behind it Verdant Zeal clocked four years days back. This is to wish the guys at Verdant Zeal more years of innovation and creativity.

 

Ayopo, a communication strategist and public relations specialist, is the CEO of Shortlist Ltd. Email: shortlistspecialists@gmail.com