Aqui está uma maneira positiva de fazer publicidade, o TriKademiK. Desenhado como uma forma de chegar as populações rurais e peri-urbanas dos países em desenvolvimento, o TriKademiK é um veículo inovador (parece ser um triciclo Kangoroo, da Winther, adaptado) com dois propósitos – permite o transporte simples de pessoas e bens enquanto oferece uma óptima oportunidade para publicidade inteligente.
O triciclo é usado predominantemente no transporte de crianças desprivilegiadas entre para a escola e de volta. Depois disso, pode também ser usado para transportar bens para mercados e outras situações que requeiram maior capacidade de carga. É disponibilizado para uso gratuito pela comunidade, de forma que o anunciante beneficia de estar estreitamente associado a uma boa acção social.
TRIKADEMIK DOCUMENTARY
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Este conceito também funciona, claro, nos países desenvolvidos. E refiro-me mesmo ao conceito “mãe”, o de “marketing social inteligente”, que consiste em financiar objectivos sociais com uma actividade comercial – é tão lógico que até dói não o ver aplicado em toda a parte: toda a comunidade beneficia ao ter uma carência colmatada ou um “luxo” tornado acessível, e a marca consegue uma melhor imagem para si mesma e clientes leais.
4 comentários a “TriKademiK”
The educational environment needs to be free of advertising. Small children in particular don’t have the capacity to process this stuff. All advertising adds cost to the price of consumer products, which everyone pays for (of course there is a varying degree of choice in whether to buy something or not), but only some benefit. Perhaps even temporarily — what happens if this multi-national company pulls out of Ghana? No more transport to school. It’s a Tea Party-style transportation system.
They’re not putting ads in the school grounds, it’s the ‘transportational environment’ that is being used, not the ‘educational’ one. Sure, advertising is a cost for companies, but a necessary one (to some degree, of course), just like salaries, internet service, etc. And the fact that this service should be provided by the government, if it’s not actually being provided anyway, I see no harm in letting others provide it this way. It’s not like it’s a choice between government service versus private service, it’s a choice between no service versus private service, isn’t it?
Definitely these kids need a better way to get to school than walking, and they’re a bit too young to go by their own bikes, and while Ghana is one of the more stable countries in Africa the GDP is less than the cost of one of those bikes (an older Winther?), but are you prepared to be critical at all of advertising on bikes? Can you see why some would say it is pollution (really, anywhere) or if there should be some restrictions on what is advertised? Remember that these companies love it when people have money for consumer items (in this case mobile phone services) but the government does not provide basics. This applies generally in Eastern Europe and also with dozens of ads-for-bikes schemes.
Todd, I’m very critical of advertising. Which does not mean I don’t recognize the need for it. It has to be regulated, of course, regarding how it’s done and where. Visual pollution from excessive ads is a problem. I like, however, the idea of restricting mupi style ads (they clutter the public space physically and visually without giving something back apart from the publicity itself), and coupling them to services offered to the public, totally or partially free – it seems to me like a win-win situation. So if ads on bikes help paying for free bikesharing rides, pedicab rides, micrologistics on bikes, and so on, I think that’s a good step from where we are now.