Recently several large trade publications have publish articles about the massive amount of money that has been spent on the (red) campaign and the appearance that is has generated a smaller than expected ROI. These articles set-off a firestorm of debate about the numbers and real impact of the campaign. I am not going to quote any of the numbers as none of them seem to have come from a reliable source and will simply say that I love the (red) campaign and hope that is it yielding real results and not wasting money that could be better spent in other areas.
It is interesting that there is now a rival campaign that is attacking the (red) campaign and it raises an interesting point of view about all of this. Romantic Static and Words Pictures Ideas have collaborated on this new campaign that enables a person to donate to charities without buying anything from major companies. The idea here is interesting as they argue that more money should be donated directly to a cause and that shopping should not be a rational response to human suffering.
I can see both sides of the argument here. Having worked on charities advertising of all sizes the bottom line is that most Americans will only donate to charity or act on things that will help the planet if it doesn’t effect their day-to-day lives. So from that point of view I do understand where project (red) came from and the fact that it does have potential to get people who normally would not donate to charities to help even in a very small way. That being said I also agree with the fact that supporting this lazy “Not my problem” mentality is a short term solution that may not yield any tangible impact. Only time will tell and hopefully someday we will know the real numbers behind all of this.