Wouldn’t it be nice if media owners stopped putting a $ sign on every inch of public space? Ok, just got lost in dreamland for a bit there, we all have to eat and pay rent, and granted if we didn’t pay for anything, it wouldn’t be worth a thing… perhaps.
But there are times when media space is empty, a prime example was in the 1st half of 2009 when advertising budgets were slashed. When space cannot be filled why not give the space away for free (or at least at cost price) to social organisations and charities and fill up the emptiness. Existing creative could be used to quickly fill the gap if needed, or (if enough time was allowed) let a creative agency come up with a new concept to get their teeth into something new, exciting and most importantly, something of social value. Not only does the agency get a sense of well being for helping out a social organisation but these briefs would be a great tool to help develop an up-and-coming creative team when interesting briefs are at a low. Give something back, make the world a better and happier place, it’s not all about price points to get people engaged. It’s a game of give and take.