I'm not sure if this is going to work or not since it is the first time I have ever done this..
This is a public service by Johnson and Johnson for their Safe Kids initiative. Much like the Dove spot we saw in class, J&J is reaching out to the public to show they care. The message is altruistic, however, they are still selling their brand.
http://www.safekids.org/who-we-are/sponsors/johnson-and-johnson/
http://www.youtube.com/watch?v=56wfaA2clqY
uh... not sure what just happened. I did something else and it said the video posted. Who knows... I need to figure this out..
Ok.. the video is right above this post..
ReplyDeleteI actually watched the video before I read this post below it. Unlike the Dove campaign for "Real Beauty" Johnson & Johnson is nowhere in this PSA. In fact I went back and re-watched it a second time to see where Johnson & Johnson was mentioned in case I missed it.
ReplyDeleteThe only sponsor mentioned here is the MetLife Foundation which is founded by MetLife to "empower people and communities to lead healthy lives" : http://www.metlife.com/about/corporate-profile/citizenship/metlife-foundation
Johnson & Johnson can definitely reap benefits from this kinds of sponsorship (from the other website you provided they appear to be the founding sponsor of Safe Kids USA). However, I don't seem them as developing the kind of specific brand loyalty that Dove is attempting. Dove has mention of the company along with the logo within their commercials.
When you go to the main page of the Safe Kids USA website: http://www.safekids.org/
There is no specific mention of Johnson & Johnson on the homepage. It is developed as a completely separate entity with different branding.
When you go to the Dove Campaign for Real Beauty: http://campaignforrealbeauty.com/
The Dove logo is present and the markers of the brand (typeface, colors, layout) are all present.
I think that you are correct in your assessment that Johnson & Johnson (and MetLife and the other corporate partners on the website) benefits from this type of outreach, but do not see it as being the same kind of direct and immediate beneficiary as Dove.