In a world that often idolizes celebrities and big names, it’s time for marketing campaigns to take a different route. The age of digital marketing has ushered in an era where authenticity reigns supreme, and real-life heroes are emerging as the stars of the show. Countless individuals on a day-to-day basis embody heroism on different levels and in different aspects of life.
This makes it important for brands to occasionally shift their marketing strategies away from the glitz and glamour of celebrities and more towards showcasing these everyday people who are real-life heroes. Campaigns like these not only captivate audiences but also play a pivotal role in delivering meaningful messages that resonate with society.
In this exclusive feature, presented by BoF Promo Codes, IMAGESBoF.in focuses on Being Human’s impressive ‘social cause’ marketing campaign, whose ad film made use of impactful and authentic content in marketing to shed light on why real heroes are the new faces of inspiration in our digital age.
About the Campaign
The Being Human Foundation was set up in 2007 to provide Education and Healthcare support to the underprivileged. Through supervised programs and actions, The Foundation works towards saving the lives of the most vulnerable and fragile children. Also committed to education, it strives to help underprivileged children shape their own lives. Being Human Clothing was launched to further this objective of the Foundation.
The team at Being Human believes that while the management of the brand is the head that creates and executes ideas, it is the people who implement those in real life that are the ‘Real Heroes’ and the heart of the foundation. These heroes include people who work around the clock to make this world a better place.
The brand’s Social Cause campaign, therefore, is a tribute to –Doctors, Teachers, Nursing Staff and Social Workers. Their hard work enables Being Human to achieve its visions and goals as a foundation.
Objective
Being Human Clothing embodies the six positive, simple, and human values: Love, Care, Share, Hope, Help, and Joy – binding these values in a bond of respect. Each of these values from their DNA and is imbibed into and reflected through their work.
By using revenue generated from the Being Human Clothing line, their main objectives are:
- Shape a life through “Education”
- Help save lives through “Healthcare”
- Inspire society to do and be better
- Be a change-maker
Execution
The campaign’s 2-minute ad film consisted of the real heroes explaining to us their journey and experiences in doing what they do. Teachers, doctors, and social workers say that being a hero in film and reality are two very different things. The latter has a huge positive impact on the lives of many.
Through the film, the brand also gives out the message that social workers and front-line workers are the ones who deserve a much bigger canvas, for they have stepped up and played their part when the world needed it the most – during the pandemic and beyond.
Brand’s Value Exhibition
To set an example and create a positive impact on people, the Being Human Foundation carries out the following initiatives –
- They employ specially-abled people to work in their stores
- The brand and its teams celebrate World Disability Day with them
- They support heroes of society by giving them the means and credit needed
- Expression of humility to their partners by celebrating retail employees’ day
- Create awareness through their clothing line about sustainability
- Provided 500+ oxygen concentrators in line with their healthcare initiative
- Sponsored wages of 65,000+ daily workers
- Provided meals and groceries during the pandemic
Campaign’s Impact
- Increased Awareness about the programs supported by Being Human, such as the Marrow Donor Registry, Education for underprivileged Children, Support during Natural Disaster, free treatment to underprivileged children for congenital heart diseases, Women’s Health Camp and Cleft Surgeries.
- Bringing to the forefront the Actual People and Institutions doing all the hard work
- Increased Morale of the team to support society better
- The Real Hero Campaign video received 150 thousand views and 17 thousand likes
