CLIENT: Jewish Center of Teaneck

When we were approached by the Jewish Center of Teaneck to create an ad, they had just made the transition from a predominantly Conservative Jewish organization to an Orthodox one. Our challenge was to not only convey this shift to the community, but to advertise to their new audience the range of services the JCT offered in being both a synagogue and a recreational center. In engaging a humorous approach, the ad aims to capture the attention of the younger, family-oriented demographic JCT was hoping to attract. It also showcases the range of benefits in a friendly way, making sure people are not intimidated by the process of signing up to become new members.

These is nothing healthier for a democracy than transparent communication and a two-way dialogue. Unfortunately, mass advertising does not allow a means of exchange, at least not formally. But that hasn’t stopped New Yorkers from responding. In this feature, we showcase some witty, wry or poignant retorts to insipid advertising slogans.

Does this ad endear you to union DC37 and make you want to act on their behalf? The ad is a lost opportunity to build support for the union. Instead it isolates the public and is not likely to generate the intended result. Here’s why and what they could have done instead:

1. It’s defensive. Instead of leading with the value that DC37 brings, it attacks another party, making it both adversarial and defensive.

2. It’s misdirected. They want to change a fundamental way the city conducts business, but instead attack private contractors.

3. The tone is mean spirited. You certainly don’t feel good about the union after they disparage 18,000 businesses who have done nothing wrong.

4. It’s not believable. It is easy to understand that the city hires specialists to do what employees are not trained to do. And why would you need to do a background check on a graphic designer to create an ad campaign promoting public health services? And there are no tests or licenses for designers or many other professions. The also makes unsubstantiated claims about businesses not paying employees or taxes. If this is a real issue, the union should direct attention around these abuses.

5. It ignores the audience. The ad is written from the point of view of the union, not the audience. It doesn’t address any need or concern that a New Yorker might have. If the ad was directed around reducing fraud  in taxpayers’s money, people could identify with that, arouse an emotional concern about the issue, and inspire people to take action.

6. It doesn’t address a realistic solution. It’s not realistic to believe that the current workforce, even 125,000 people, can produce $6 billion worth of work. Are they offering to take on that additional work at their salaries?

7. It lacks a specific call to action. It’s not clear exactly what they want – how much cuts are they asking for? Over what period of time? Is there specific legislation pending? What time period do they want us to act? None of these questions are addressed.

A Better Approach

If you want to galvanize the public to act on your behalf, you have to get them on your side. Position the issue in a way they could not only relate to, but become emotionally charged about. Given the general diminishing support for unions and the unlikeliness that the city will stop using outside contractors. A better approach would be to focus on waste or fraud. If they could document that, it would make for a much stronger appeal. Who would not be riled by a headline reading: City Pays $700 Million to Businesses Who Don’t Pay Taxes: Urge City Hall to End Abuses.

WAKE UP CALL: Don’t wait until it is too late. Building your image is a constant, ongoing activity. Build a positive reputation and goodwill so that when you need it most, it will work in your favor, whether in currying support with funders, legislators or the public.

I did a double-take when I got on the shuttle at Times Square – it appeared that the entire subway car was made from wood. I was elated until I discovered that the plastic-wrapped seats and walls were an advertisement for Swiffer reading: “So fresh. So clean. You’ll want your floors all around you.” The only problem was, the actual subway floor was the only surface that wasn’t covered. And it wasn’t fresh or clean, and no one would want that all around them.

WAKE UP CALL: Don’t let your out-of box thinking cannibalize your message. Make sure your main proposition comes through clearly.