By: Annie Keller
On March 4th, Illinois American Advertising Federation students gathered for the 2nd Annual Social Marketing Night presented by Community Outreach. This yearly event was started to teach AAF members about corporate social responsibility and its importance in advertising. The presentation defined social marketing as the combination of community outreach and advertising.
Sari Bernfield, VP of Community Outreach, understands the importance of putting on this presentation. Bernfield said, “I believe that large companies have the responsibility to give back to the community, and advertising agencies can take this opportunity to use their creative talents to really make a difference.”
The presentation provided members an overview of social marketing, leaders of social good, creative examples of social marketing and insights from industry professionals.
For the event, Community Outreach members created a video showcasing advice from experts in corporate social responsibility. The professionals in the video discussed how consumers want more than a transaction from a brand. Consumers want transparency from brands that aligns with what they care about most.
Natalie Ang, one of the presenters and freshman in Advertising, gave examples of how students can get involved in community outreach on campus. Some examples included volunteering at the Wesley Food Pantry, Carle Hospital and Illinois Marathon. A variety of volunteer opportunities are made available through the University.
Bernfield also believes Social Marketing Night is important because it “teaches advertising students that advertising is not only about selling products and making profits. It is also about making a change in people’s behavior and doing good.”
For more information or to see Community Outreach’s Powerpoint presentation for Social Marketing Night, please contact Sari Bernfield at firstname.lastname@example.org.