• by Larissa Faw , May 1, 2019

Several brands and agencies are launching purpose-based advocacy campaigns this week as more companies supplement promotional advertising in bids to more effectively engage consumers.

FCB Mexico is teaming with Clorox's Ayudín to launch “Casi un monumento” (Almost a Monument) to call attention to the housework divide in Argentina (a country where the equity divide in this sector is particularly severe). The campaign's tagline is inspired by a common preconception among Argentinian men, who think that when they do a household chore they are "helping" their spouses, jokingly "deserving a monument” for their help.

The campaign consisted of a four-day sculpture exhibition in Buenos Aires located at the Federal Republic of Brazil Square in Argentina, from April 10-14th that displayed the rooms of a small house, with a couple carrying out daily chores to illustrate how to change this imbalance in the future. 

McCann Health is encouraging teens to stay away from vaping as part of a two-year initiative funded by the Evelyn Lilly Lutz Foundation to prevent and stop at-risk teens from starting vaping in the township of Beverly, Massachusetts. 

The “Get the Vape off Your Back” creative is designed to be shareable in long form and in the short form across social channels popular among teens, namely Instagram and YouTube, by showing relatable situations with off-beat and comedic twists. The campaign starts this month and will run for one year.

Royal Bank of Canada (RBC) and agency Battery are launching a new ad campaign to promote RBC Future Launch, the financial institution’s 10-year, $500-million commitment to help "empower" today's youth for future career success. 

The "Dear Future" creative follows three young “heroes” as they take the viewer through three different scenes: a forest, a music studio and a cityscape along with a voiceover that states "I am full of potential. I am opportunity waiting to be unleashed. I am power waiting to be ignited.” The spot ends by directing viewers to RBC.com/FutureLaunch to learn more.

The media buy targets both youth and mass audiences through the channels of conventional and specialty broadcast, digital and social.

MAC and agency RoAndCo are celebrating the makeup brand's 25 years of social advocacy connected with HIV and AIDS.  The campaign, a year-long social series, will feature 18 change-makers from around the world such as Princess Nokia, Troye Sivan and Aquaria, who will be tasked with creating conversation on health, rights and self-expression and telling "serious stories in a positive light."

The global campaign will launch on Instagram, Instagram Stories and MacCosmetics.com.

Lastly, Publicis Conseil is developing a series of propaganda posters on behalf of LICRA, the Ligue Internationale Contre le Racisme et l'Antisémitisme, (International league against racism and antisemitism) to call out and condemn online racism. 

The agency first used artificial intelligence to detect racist or anti-Semitic tweets, which then were paired with a tweaked version of a historical propaganda poster donated by the Museum of Jewish Art and History, National Library of France or the National Archives. The words from long ago are replaced by these tweets. People are then encouraged to support change in France's law to punish those who publish online racist statements by signing a petition at this site.