Copywriting: Done Write
Stag Launches Anti-Gender Based Violence Movement
Stag has been doing some amazing work on digital media lately. This particular campaign really caught my eye, mostly because of the societal issues we seem to be dealing with now.
Gender Based Violence has been a problem in Trinidad and Tobago from as far back as I can remember. Stag seemed to move away from selling beers, to selling a lifestyle. And they aren’t afraid to take a positive position.
As most of you may know by now, there has been a sharp increase in domestic violence since the pandemic hit. This is not unique to us. It’s happening all over the world. Even the WHO acknowledged it and they have put a FAQ page on the topic on their website.
I remember reading an article in the Trinidad Express essentially pointing out that women were hit the hardest in this pandemic. Both figuratively and physically. Their quality of life worsened and domestic violence against women is on the rise.
STAG taking a stand and distributing a messaging on anti-violence is already a big win for me. I could ask for no more. And. . . they did it with so much style, pizzazz, and finesse. I was excited to see good copywriting, design, and generally good advertising that I almost peed myself a bit.
We can start with the Headline
The headline came in the form of a hashtag. “MOVEMENTORESPECT”… and I am already blown away by this ‘wikkid’ piece of copywriting. Extremely effective way to say 2 things at the same time. And if that wasn’t enough… you created a hashtag as well.
How can one headline perform so many functions in a single ad? Clever copywriting is how.
It is a scientifically proven fact that 5 times as many people read headlines as read the body copy of an ad. So with the headline, you’ve spent about 80% of your advertising dollar.
Design complements the copywriting
The design holds well with the current branding. Dark mysterious background. Vital product placement eliminating the need for an additional logo. Excellent execution (I can feel the beastly cold sensation of the beer) And a really concise message.
My experience in advertising has shown me that one of the most valuable skills is how not to over-do the very thing you are paid to do. As a writer that may be, knowing when “not to write” to allow the design to shine through or for a designer, knowing when not to over design so that the copywriting or photography can do the heavy lifting. Understanding balance is something that separates the real pros from the ‘n00bs.’
Please feel free to check out our Portfolio and see for yourself
And then there is the caption
The caption for the ad read:
Violence against women is one of the worst violations against human rights, yet in our communities it remains prevalent. One in three women in Trinidad and Tobago experiences physical and/or sexual violence by an intimate partner in their lifetime. According to statistics provided by the TTPS, there was a 483% increase in reports of domestic violence compared to February 2020, a direct impact of the coronavirus lockdown.
STAG recognizes our reach and our target market. We recognize the importance of taking a stand and join solidarity with all responsible organizations working to end violence against women.
We call on all men to join us because we believe that men must be part of the solution.
This is not a campaign. We are not just trying to sell you another beer. This is a movement.
Our product is reserved for men who respect women. Period.
To find out how you can get help if you either commit or are a victim of abuse, please visit www.movementorespect.com
#MoveMenToRespect
Straight and to the point. They really didn’t “pussy-foot” about the message and were unambiguous about their stance against gender based violence. The statistics were clear and accurate.
Now let’s be devil's advocate
Now no ad is perfect. No campaign hits the target exactly. Some may say that this is not the usual position of the brand. Stag is supposed to be the accessible beer. When did they reserve the right to use the word “Reserved”. STAG is the “Man’s Beer”. Since when did they care about women? Stag exploited scantily dressed promo girls for over a decade. Since when did they care about treating women with “respect”?. Also, what does this do? Does it fix the problem?
My opinion, it doesn’t matter for several reasons:
- Advertising is about changing the way we feel about things
- Taglines and product positions change
- Promo girls and what women wear has nothing to do with gender based violence. Men’s actions do
Unfortunately, this will not fix the problem. BUT it’s better to be part of the solution than to not do anything.
Final ComMENts
You don’t need to sell the product… to sell the product. You can sell a lifestyle, an ideal, a firm position. Pear Tree Consulting had it written on their fanpage;
It is not a campaign. There is no attempt to sell beer. It is an attempt to do two things: Save lives and Change attitudes.
I wanna acknowledge some people who influenced the content of this particular blog. My colleagues; Asma Ali, Quincy Ross and Tracy Hutchings. Thank you Nyssa Pierre and Antron Forte for collaborating on an excellent campaign!