Ads for People: Selling Ethics in the Digital Age
February 7 to May 25, 2013
Opening Reception: Wednesday, February 6, 8 to 10 p.m.
Many think of the Internet as a democratic medium with its immediacy and lack of centralized control. In advertising, a radical democratization occasioned by the digital revolution has had important effects: digital advertising has fewer boundaries, lower costs and greater reach than conventional media such as print, radio and television.
In this context, the exhibition Ads for People focuses on how public service announcements and non-profit campaigns have benefitted dramatically from the Internet’s combination of flexibility and affordability. “Around the world, a fresh model of advertising has emerged allowing additional voices to join the conversations that both develop and reflect our cultural values,” says the exhibition’s curator, Lisa Deanne Smith.
Campaigns featured in Ads for People include: Your Man Reminder, an app developed by Toronto’s John St. agency to encourage breast cancer awareness; The Girl Epidemic, a YouTube campaign by international agency StrawberryFrog to raise awareness and funds to educate underprivileged girls in India; and the Rivers of Light/ Operación Ríos de Luz program developed by Lowe-SSP3 in Bogota as part of a strategy to diminish guerrilla warfare. Ads for People combines traditional media with recent platforms (phone apps; social media) to draw attention to these new voices, their concerns and advertising methods.
Wednesday, February 6, 2013, 6:30 p.m.: Free talk by Scott Goodson, Founder and CEO of StrawberryFrog. OCAD University Auditorium (Room 190), 100 McCaul Street, Toronto.
Wednesday, February 13, 6:30 p.m.: Insite Curator’s Tour with Lisa Deanne Smith. At the gallery at 230 Richmond Street West, Toronto.
Wednesday, April 3, 6:30 p.m.: Insite Exhibition Tour with Carl Jones, Assistant Professor, Faculty of Design. At the gallery at 230 Richmond Street West, Toronto.
About Scott Goodson
Goodson is the author of Uprising: How to Build A Brand And Change The World By Sparking Cultural Movements (McGraw-Hill, 2012). Goodson coined the phrases “cultural movements” and “movement marketing,” which is proving to be the new model of marketing. Goodson is also founder of the pacesetting global marketing and advertising agency StrawberryFrog. He has built some of the world's most iconic brands, including Heineken, Jim Beam, Emirates Airline and Mahindra where he authored the movement idea RISE. He has lectured at Cambridge University, Columbia Business School, written for Forbes, CNN, The Wall Street Journal and has spoken at conferences around the world. He lives in New York with his wife and two sons. Follow him on @ScottFrog and www.uprisingmovements.com.
Thanks to Carl Jones, Assistant Professor, Faculty of Design (Advertising) at OCAD University for his vital recommendations, support and expertise; Scott Goodson, Founder and CEO of StrawberryFrog; Media Strategist Luke Moore; Charles Reeve; and Jeff Crews.
Research Assistants: Rouzbeh Akhbari, Rose Ho, Erin Smithies, Pallavi Thampi, Benjamin Verdicchio