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Humankind Research's news, thoughts and views

Advertising and innovation from charities and purposeful brands

June 30, 2017

So for readers outside the USA Brawny has a 40 year history of having a strong man in red lumberjacks on pack (their Marlboro Man if you like), but this year changed things up creating a huge stir by switching to a woman on pack. Surprisingly controversial. It even mad...

June 30, 2017


We're not entirely sure what we think of this one, it was aired during the Super Bowl (which in itself is a commitment), interesting change for a luxury car brand and perhaps the medium means that new people were hearing what feels to many like a bit of an old message....

July 20, 2015

A couple of years old now but still relevant. Perhaps as interesting for the backlash it caused (see here) as the ad itself.  It feels like another great example of positive norms, especially when only 25 countries in the world allow same sex adoption, many of whi...

June 26, 2014

 A few years old, but launched during the 'summer of female empowerment' when everyone had gender on the agenda. The message is about the (damaging) power of social norming, and in itself is trying to use media for positive social norming. Nice.

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