AMAM - Association of Woman Against Genital Mutilation

I came across this really good advertising campaign. It is provocative but gets the point across in a way that no one can miss. Not-For-Profits are gradually getting better at making things that people respond to and this is a great example. The same old PSA's don't cut it anymore, people tune out.

Maybe it is wrong in a way and some people will certainly disagree but the message has to be catered to the mainstream. The early adopters and those who care without hesitation will read or watch anything, but the mainstream is far more choosy and, yes, not as responsive. Marketing a cause will alienate some but it is about creating groundswell, and moving the paradigm, which can't be done by the early adopters (what I will call those who are on board from the start regardless of marketing) alone.

Catering and directing ads at this large population of people can in some ways prove fruitless, however, it is more about graduating this group up towards the early adopters. This is done bit by bit, little by little, through awareness and information. Most people are not ignorant, they are just uninformed and if you can inform them they will respond.

In this day and age where people see hundreds upon thousands of ads a day getting an important message across is increasingly more difficult. It will require something poignant and provocative just like this campaign. Not everyone will respond but they will notice and that, as much as anything, should be the idea.