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Advocacy on Wheels

Our research at Weber Shandwick on Advocacy found that high intensity advocates are more likely to wear clothing or buttons claiming their support for one cause or another. These are the people that companies and organizations need to keep buying their products in a downturn, support them in a crisis and tell others to look for jobs there. Think about the power of the (red) campaign when you think about the power of Advocacy.

This morning I saw an advertisement on television for Subaru about their owners being likely to have stickers on their cars that advocate their positions and Subaru’s charitable support of causes (such as the ASPCA, Meals on Wheels, etc.). Clearly, you have to buy a Subaru by a certain date and then they will send $250 to your favorite cause.  This advertisement for their big holiday sale, Share the Love, makes a lot of sense when you review the cars you pass everyday and all the messages plastered on them. It is a 21^st century way of identifying yourself to others and stating unequivocally where you stand. If we had asked about advocates who place stickers on their cars for causes they support, I bet we would have found a number close to 60%.  Companies should take more advantage of this channel for spreading the message or as Subaru would say, spreading the love. They are on to something.