Adaily's Year of Brilliance #3: Dramatize the Problem
Ever feel like your audience isn't really understanding the pain point your product solves?
This week, we're exploring a powerful technique to make your audience feel that problem: Dramatize the Problem.
Explore more campaigns using this technique on Adaily.
The core principle of "Dramatize the Problem" is simple: the more compelling the problem, the more valuable the solution appears. This technique focuses on highlighting the pain points, frustrations, and challenges your target audience faces before introducing your product as the answer. Think of it like a joke: 90% setup, 10% punchline.
Read more here: https://deckofbrilliance.com/dramatize-the-problem/
1. Out Of Home • Jood
VML Casablanca • 2024 • NGO - poverty • Morocco • Africa
Imagine seeing a billboard, and instead of an ad, it's someone's home. That's exactly what Jood did in Morocco after the devastating earthquake. Their "Out of Home" campaign dramatized the problem of homelessness by turning advertising spaces into sturdy tents. The problem became the solution, a powerful visual reminder of the urgent need.
By amplifying the core problem with this bold move, Jood inspired over 65 brands to join, providing life-saving shelter for hundreds of families and generating over $1 million in earned media
2. Misinformation • New York Times
Droga5 • 2020 • Media outlet • United States • North America
Remember the flood of misinformation during the early days of COVID? The New York Times cut through the noise by turning facts into a lifeline. Literally. Their "Misinformation" campaign dramatized the problem by visually representing accurate information as the only thing keeping people safe. It was a powerful reminder: in a crisis, truth isn't just important; it's essential.
This is how you use "Dramatize the Problem" to make a life-saving point, delivering over 850 million impressions in a single day.
3. Whatever It Takes • Macmillan Cancer Support
AMV BBDO London • 2021 • NGO - health • United Kingdom • Europe
Imagine the fear, the uncertainty, the endless questions that come with a cancer diagnosis. Macmillan Cancer Support's "Whatever It Takes" campaign dramatized that problem by showing glimpses of real struggles – the quiet moments of worry, the difficult conversations, the search for answers. But it offered a lifeline: whatever you need, Macmillan is there.
By acknowledging the overwhelming reality and offering unwavering support, the campaign used "Dramatize the Problem" to forge a powerful emotional connection and show that no one faces cancer alone.
4. Reality Show Shifting Reality • Altair Foundation
TDI Central Asia Almaty • 2024 • NGO - equality • Kazachstan • Europe
What if a reality show made inaccessibility the main challenge? That's what the Altair Foundation did with "Stairs," a fake show that dramatized the problem faced by amputees in Kazakhstan. The initial outrage sparked a crucial conversation: the show wasn't real, but the struggles were.
By cleverly using a provocative concept, the campaign amplified the need for functional prosthetics and sparked public support, turning initial criticism into widespread awareness and action.
5. Massira Project • PlayStation
TBWA Spain • 2019 • Console • Spain, Cross-country • Global
What if you could walk in the shoes of a Syrian refugee? PlayStation's "Massira Project" (featuring the game "Hard Journey") dramatized that problem by immersing players in the harrowing journey to Europe. This wasn't about selling a game; it was about experiencing the crisis. By putting players in the heart of the struggle, the campaign amplified the challenges faced by refugees and fostered empathy on a global scale.
While not offering a direct product solution, "Massira Project" powerfully demonstrates how "Dramatize the Problem" can be used to raise awareness and inspire action, resulting in increased public engagement and support for refugee relief efforts.
Quick Takeaways: Dramatize the Problem
Identify the Real Pain Point: Don't settle for surface-level issues. Like the New York Times did with misinformation, dig deep to uncover the underlying anxieties and frustrations your audience faces. Try This: List five potential problems your product solves, then for each, ask "Why is that a problem?" at least three times to get to the core issue.
Become the Problem (Temporarily): Jood's Out of Home campaign didn't just show the problem; they became it by turning billboards into shelters. Try This: Brainstorm ways to physically represent the problem your product solves, even if it's just a temporary installation or a visual metaphor.
Empathy Through Immersion: PlayStation's Massira Project used a video game to put players in the shoes of refugees. Try This: Consider how you can use interactive experiences (online quizzes, simulations, AR/VR) to help your audience feel the problem, not just understand it intellectually.
Don't Be Afraid to Provoke: The Altair Foundation's Reality Show Shifting Reality used a fake reality show to spark outrage and conversation. Try This: Brainstorm a "What if..." scenario related to your product's problem that's slightly outrageous or unexpected. This can be a thought experiment to unlock new creative approaches.
Offer a Lifeline: Even while dramatizing the problem, remember to offer a solution. Like Macmillan Cancer Support, acknowledge the challenges but provide a clear path forward. Try This: After brainstorming the problem, list three specific ways your product or service provides immediate relief or support.
About Adaily Inspiration
Adaily Inspiration is your weekly dose of creative fuel. Each Tuesday, we explore a powerful creative thinking tool from the Deck of Brilliance (a collection of 52 methods by Juggi Ramakrishnan and Todd McCracken). We break down the tool, show you how to apply it to your marketing, and analyze five award-winning campaigns from the Adaily database that demonstrate its effectiveness. Our goal is to help you generate breakthrough ideas and create campaigns that truly resonate.
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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