CASE STUDY №4

Nonprofit: Activate the right emotions at the right time

Brief description: The Braveheart theme is used for in this commercial encouraging viewers to donate 2% of their taxes to the Children Cardio Center Foundation

Any emotion is better than no emotion, and not all emotions have the same effect. Some emotions are passive, like sadness, while others are activating — like anger. In the beginning of this nonprofit commercial sadness expression appears among viewers. Sadness is quite an unusual emotion in advertising; however, in this context it is very important because it creates the need to bond, to not be alone. At the end, viewers were activated and brought to a state of slight irritation when the tax declaration was mentioned. It would be wise to cut the ad at the moment of peak anger, thus preserving the activation state of this emotion.

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