The controversial Publicis Conseil LICRA campaign is focused around racial stereotyping. Publicis Conseil has decided to convey the strong LICRA message of equality with shockvertising. Images of ethnic babies in the nursery dressed as little maids, cross guards and construction workers follow the tagline "Your skin color shouldn't dictate your future."
Though the ads are speculated as "inappropriate," the message is undeniably strong and causes an instant emotional response. I'd say the Publicis Conseil LICRA campaign is a success.
What's Driving This Trend
- Anti-stereotyping Campaigns
- There is an opportunity for companies to create campaigns that focus on anti-stereotyping with powerful messaging like the LICRA campaign.
- Shockvertising
- Companies that are willing to take risks with their advertising messaging and imagery, and use shock value to promote their brand could benefit from the success of LICRA's campaign.
- Emotional Advertising
- Companies who create advertising campaigns that tug at people's emotions, like the LICRA campaign, may have higher success rates in audience engagement.
Who This Affects Most
- Advertising
- Advertising agencies may see an opportunity to create similar campaigns as the LICRA campaign for clients who want to make a statement on social issues.
- Diversity and Inclusion
- There is an opportunity for companies to invest in diversity and inclusion initiatives that promote anti-stereotyping and equal opportunities.
- Non-profit Organizations
- Non-profit organizations aligned with messages of anti-stereotyping and diversity may see more success in their campaigns by creating powerful and emotional messaging.
