Brands that use advertising as a force for good focus not just on profits but also on people.



Advertising, in the hands of talented people, is a very powerful force. On a daily basis we help embed brands in the minds of people; we alter people’s biases and behavior. And because what we do is so powerful, we have a moral responsibility to use our force for the good of all – to leave the world a better place than we find it – to help the communities we exist in. At DDB Singapore, we’ve been helping organisations like the Breast Cancer Foundation and StarHub, Singapore’s second largest telco, make the world a slightly better place. The work we created for the Breast Cancer Foundation was provocative and, in the slightly strait-laced Singapore, was controversial. But it hit home and continues to inspire women into taking action. For Donate-A-Tone for StarHub we took a hitherto unused media and put it in the service of the Samaritans of Singapore. And with MySmartEye puts micro-volunteers to work helping the blind. The future belongs not to selfish brands, but to the humane ones, the ones that focus not just on profits but also on people.