GPA
9 September 2021
Five creative considerations for cause-driven ideas
Best practices for building ads that drive more action towards social causes
Through a qualitative review of industry creative work and in-depth creative analysis of on-platform work, Facebook Creative Shop has mapped out five Creative Considerations on how to build successful ads to drive more action toward social causes.
1. Be upfront with the problem. Make a clear case for the problem we are trying to solve. The "Why" is the hook to get people into the conversion
2. Show there is a solution and make it specific and tangible. People need to believe there is a feasible way to make an impact or they scroll right by.
3. Ease into action. Offer an easy way for people to act on or off platform with a clear and immediate call-to-action.
4. The cause is the hero. Allow the cause to shine, that is the reason why people will get involved. Brand and entity should not be protagonists.
5. Share the mic. Consider if you are the right voice. If not, give the mic to the person who has credibility and authenticity in this space and use your power to amplify.
Charities play an important role in our society, and implementing these creative considerations can help your organisation drive more positive change and do more good.
Disclaimer: Global Good is a fictional charity designed by Facebook. Any similarities between the Global Good materials and real-life charities are not intentional.
