My fiancé, who is a teacher, read this and instantly decided to implement it in her classroom. To get that kind of reaction in advertising, we follow a certain set of rules.
Generally, we add logos to create a sense of authenticity and make more people aware of the brand. We add headlines to get attention and increase the likelihood that people will remember and act on the message. We keep body copy to a minimum to maximize impact and play to short attention spans. And finally, we add CTAs (Call To Actions) to tell people what to do — usually "Buy".
However, in this piece, there's no logo. No headline. There's not even a CTA. But, by breaking the 'rules of advertising' it gets the same result. Here's why:
- All of us at least witness bullying when we're young — creating an emotional connection with a large audience.
- There's really nobody taking credit for it — adding mystery, intrigue, and oddly, a sense of authenticity.
- It provides a simple, yet powerful solution to a common problem.
- Even though it's a 'long-form ad', it tells a concise story that hits you right in the feels.
- Finally, like any ad, it makes you want to buy. In this case, if you're a teacher, it's a lesson that will last a lifetime for your students, and all you really need is paper and pencils.
Are the rules of advertising dead? No, but they can and should be bent and broken more often. The goal isn't to come up with a great CTA, the goal is to find the best way to inspire people. I think this accomplished that better than "Learn more about bullying", don't you?