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Advertising for Better Lives and Charity

Unleash the power of advertising to save lives, increase wellbeing and support the most efficient charities.

Donors and consumers should be empowered to make better decisions regarding their donations and purchases.

Together with relevant stakeholders, we explore through the following initiatives how advertising could become more transparent, cause less harm and be better leveraged for good causes.

Transparent Advertising from Charities to Donors

Transparent advertising enables donors to achieve more good with the same resources.

Millions of more lives could be saved and improved if every advertisement clearly communicated operational efficiency and impact of the charity or non-profit. How much more good could be done if just 1% or maybe even 0.1% of the worldwide charitable giving, estimated at USD400 billion annually, could be allocated to more efficient charities thanks to more transparent advertising?

We welcome collaborations with relevant stakeholders to explore transparent advertising to donors for informed decision making, e.g. voluntary or mandatory efficiency or impact labeling of publications by or on behalf of charities, and how key facts could be communicated clearly and based on evidence.

Transparent advertising could, for example, give an overall impression of a charity’s rating through colored numbers or dots similar to traffic lights (green = good, yellow = ok, red = poor), communicate efficiency with pie charts symbolizing 0%/25%/50%/75%/100%, numbers (funds raised: $1M, operational costs: $0.5M, beneficiaries costs: $0.5M) or percentages (fundraising costs: 30%, operational costs: 40%, beneficiaries costs: 30%).

Harm Less Advertising to Save Lives and Increase Wellbeing

Better advertising policies have the power to save millions of lives, increase wellbeing and represent a great investment to reduce cost of the public health care system. The key question is—how could advertising harm less and not cause suffering to humans or animals, neither directly nor indirectly?

In collaboration with relevant stakeholders, we explore how public communication and policies can achieve most good. Choice of words can literally save or cost lives, and governments and regulators cannot afford advertising which by misunderstanding, misrepresentation or manipulation causes citizens to make negative life choices.

Not changing the current status quo de facto causes harm or death.

Please find below some examples, where advertising or lack of regulated advertising, kills or costs lives:

  • Smoking related diseases cost millions of lives;
  • Anti-vaccine advertising, which is not evidence-based, causes harm or death to thousands of children annually;
  • False advertising promising non-existent health benefits or distorting science causes or harms countless citizens wasting valuable time on non-effective treatments (e.g. using vitamin C to treat cancer);
  • Photoshopped images and photos lead to real life deaths through depression, anorexia, etc.
  • Anti-aging or anti-wrinkle products are often not truly anti-aging but only moisturizing, taking away money from real research which could prevent misery and death;
  • Inappropriate use of animals (e.g. by portraying them unnaturally or excessively cute in the media, allowing false advertising of medical benefits of rhino horn powder, etc.) causes animal species to suffer horrible abuse and ultimately leads to their extinction.

Leveraging Underutilized Advertising Spaces for Charity

Charities are always in need of increased awareness and more funding, but often lack resources to expand their advertising. Advertising publishers, on the other hand, may own ad spaces which are not fully utilized and could be used to do good.

We connect charities with publishers to run charitable campaigns whenever advertising space is underutilized. Sponsoring unused advertising spaces for charity is a great way to gain leverage; a one-time donation literally keeps giving again and again.

Please contact us to discuss these ideas and explore sponsorship and implementation opportunities.