This
one isn’t so much about advertising. It’s more about how sometimes, the best PR
happens when you simply create an environment for simple, good deeds.
(Yes, apparently doing nice
things can make people think that you’re nice. I also recently heard that the
Pope is a practising Catholic.)
But
the story I want to talk about is this one – an Asda store manager in
Manchester taking a very small, but powerful decision to introduce a “quiet
hour” for shoppers, and especially those who struggle with loud, busy places
due to autism.
The
screens go off.
The
escalators halt.
Voices
are kept to a minimum.
It’s
a simple but powerful gesture.
And
no, it isn’t earth-shattering. It’s certainly not the basis for a mass media
campaign, and it can’t be. But there’s something simple, identifiable and
attractive about a shop that takes a little step to help even just a little
part of their community that feels underserved.
More
interesting, more eye-catching, and more memorable as a brand offering than
your standard bland slogan.
And
there’s another point you can make about the “quiet hour”. We always assume
supermarkets have to be brand-consistent, blaring music, jauntily tuned and
brightly coloured behemoths. But there’s something to be said for stripping
back the sound and fury, for subtracting rather than adding to the noise.
Something
to think about. Possibly something for a future article.
But
for now – time to shut up.
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