“What if instead of focusing on what people with addiction are struggling with, we show the positive moments that GYE can help them tap into?”
Guard Your Eyes (GYE), an organization that helps people who are struggling with inappropriate internet use, runs an annual fundraising campaign this time of year.
In the past, their feature videos reflected their marketing in general, which takes an almost fear-based approach, highlighting the scope of the issue and telling the viewer, “It can be your neighbor, your spouse, your family member” — all in an effort to stir people from complacency. Though their videos have been powerful, GYE felt the overall approach needed to be adjusted, because while fear can motivate, it doesn’t engender long-term good feelings toward the organization itself.
“When people see our name in an ad, we don’t want them to associate that with guilt and shame, rather of positive change,” a GYE marketer told us on the call.
They wanted a fresh approach, something to help them rebrand in a more “likable” light.
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