Killing two birds with one stone. That’s what this new platform – “Sell an unemployed” – does (in Dutch). It is an initiative by the ACC, the Belgium Association of Communication Companies, to persuade text writers to become a copywriter in advertising – there always seems to be a shortage. That’s the first bird. Since the text writers need to help Belgians find a job through an eloquently written application letter, the platform can also be seen as a charity – the second bird. And if the application letter does well – both effectively and according to a jury – the ambitious text writer can win a master class copywriting. The winner of the master class wins a job at Happiness Brussels – also responsible for the concept. So, maybe even 3 birds with one stone.
Wrong. Empathy with the unemployed may help with generating traffic for the campaign, it won’t help the unemployed though. How does the jury measure effectiveness if not by the count of those under contract by the end of the campaign? Should I not have misinterpreted the copy on the site, one person will win a job at the agency in charge of the campaign.
Why would you get your hopes up on anything that didn’t bother demonstrate what its claim was alongside proof thereof?
The great social media swindle
comes in many colors
Today, nearly any claim can be demonstrated along with its proof in real time.
Narrow minded folks may only want to trust such promises that appear to be worth their trust as long as they are supported by real-time figures verifying the promise.
The other option is to adopt a generous attitude at the cost of precision.
charity Happiness Brussels Sell an unemployed social good The great social media swindle comes in many colors