The Rubbermaid Gay Rights ad campaign takes an interesting stance when it comes to such social activism. It reads, "Made to do what hands wouldn't." At its core, it shows people keeping their hands clean of what they know is truly right including promoting safe sex and protesting racism. Yet what makes these images particularly powerful is the fact that the people advocating such rights are natural enemies, hence the need for the iconic rubber gloves.
Conceived and executed by Miami Ad School, an ad agency based in New York City, the Rubbermaid Gay Rights ad campaign was art directed by Giulia Magaldi and Frank Garcia with photography and retouching by Nader Elsaeed. It shows that people should do whatever they can to get on the right side of a cause.
Why This Trend Is Growing
- Social Activism Advertising
- Brands are finding ways to connect with socially-conscious consumers by creating provocative ads that champion human rights campaigns through their products and messaging.
- Collaboration Marketing
- Companies coming together towards a common goal have the ability to leverage both brand's customer base to make a bigger impact while creating authentic content and brand advocacy.
- Branded Merchandise
- Companies are using branded merchandise with socially-conscious messaging to help spread their message while also giving customers a way to show their support for the cause.
Industries Being Reshaped
- Marketing and Advertising
- Advertising firms have the opportunity to create thought-provoking ad campaigns that resonate with socially-conscious consumers and help promote societal change.
- Fashion and Apparel
- Fashion brands can utilize clothing and accessories to display messaging that empowers social movements and brings awareness towards equity and equality for all.
- Consumer Goods
- Brands in the consumer goods industry can showcase how their products are made with the same morality and standards for respecting human rights, so socially-conscious consumers can confidently support brands that contribute to social change.
