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Give-Back Advertising in Australia

July 26, 2019

After recently listening to an interview with Blake Mycoskie, the founder of TOMS Shoes, via NPR’s ‘How I Built This’ podcast, I wondered if this model of giving back to the community should extend to the world of advertising and marketing. TOMS is a shoe company that matches every pair of shoes purchased with a new pair of shoes for a child in need, in their ‘One for One’ program. So far they have donated more than 60 million pairs of shoes, operate in 75 countries and perhaps what’s most impressive is that around 40% of all shoes given away are made in the countries where they’re distributed.

What began as a simple idea has evolved to become something much more with TOMS branching out into other charitable areas including safe birth, eye-sight and clean water projects. 
Closer to home, Zambrero – an Australian founded quick-service restaurant chain – donates meals to those in need with their ‘Plate 4 Plate’ initiative with every bowl or burrito sold. So far the company has donated more than 30 million meals worldwide and this number is only expected to grow with new stores seeming to pop up faster than I could inhale a burrito!

Some other companies which have adopted this ‘give back’ philosophy include:

One thing we notice when considering these companies is that they all deal in consumer goods, but what if this extended to the services industry? Specifically, ours: advertising and marketing solutions.

As such, my question to marketing and advertising agencies in Australia is: Should we be engaging in more pro-bono work with local charities? We’re not talking about big charities with big budgets. We’re talking about small charitable organizations or groups within our communities who could use a hand spreading the word about their good work. Whether it’s:

  • SEO optimization: ensuring they are reaching the right people in their community
  • Web design: updating an old website to improve UX and engagement from audiences
  • Consulting: which channels to use to reach the desired audience.
  • Graphic design: designing a contemporary brand that community members can easily identify, that helps them better communicate who they are

A potential model for this type of work could be a project ratio. Meaning with every two to three for-profit projects an agency takes on, they engage in one not-for-profit activity for a local charity. It is not uncommon for creatives to become disillusioned with their work and wonder ‘Why am I doing this? Is it really helping anyone?’. By throwing themselves into socially conscious, give-back oriented work they can take pride in knowing that they’re having a positive impact on their community. The effects of such work can span all kinds of personal and professional areas, like boosting morale and helping forge a thriving working environment.

Another key benefit of give-back advertising is that it’s likely to generate new business amongst other socially conscious clients, whose values are aligned with this model of advertising. So essentially, everyone’s a winner!

Shining Examples of Give-Back Advertising

This model of give-back advertising manifests itself within a Singaporean NGO called Creatives for Causes. A company that pairs charities with creative volunteers in the areas of:

  • Photography and videography
  • Graphic design
  • Copywriting
  • PR
  • Social media
  • Blogging

Charlies Liew, the treasurer of Willing Hearts, and a satisfied user of the organization commented: “The Willing Hearts story with photos generated immense interest amongst netizens. From this article, there are a lot more volunteers coming forward to assist us in our cause.” I’m not suggesting that creative agencies become totally not-for-profit like Creatives for Causes, but to at least be aware of the needs of the community and areas where they could assist.

Back on Aussie soil, a Melbourne-based SEO agency iformat is leading the way in give-back marketing. Offering pro bono or heavily-reduced rates for ongoing development and web support for charities all over Australia. For example, they “designed and developed a simple ready-to-go website free of charge” to assist Caitlin’s Retreat. A property on the outskirts of Melbourne that gives families of special needs children the chance to get away and enjoy a much-needed break together as a family.

Moreover, in 2015 Starship undertook an important pro-bono project teaming up with Sea Shepherd to create a video to sell merchandise and raise funds for its conservation campaigns. We created an upbeat, colourful and positive campaign for Sea Shepherd Australia focused on getting existing Sea Shepherd supporters to help grow Sea Shepherd’s ‘ground crew’, by encouraging them and their friends to buy gift cards or merchandise for the upcoming holiday season. As a result, Sea Shepherd Australia received the highest holiday season merchandise sales on record.

So come on guys, let’s band together and start helping our communities!


This was a guest blog by our intern, David Holyoake.

Witcher trailer

July 26, 2019

The new Witcher trailer is out, starring Henry Cavill… We’re still not sure about this look, but we’re fans of the hugely popular game.

Snowpiercer TV show remake

July 25, 2019

Snowpiercer, the 2014 film from acclaimed Korean director Bong Joon-ho, was a cult hit in the USA, and it’s now been reimagined for TV.

The Restaurant Pay Reckoning

July 24, 2019

“I wish I could steal $7 million dollars and only get fined $200,000,” said a friend of mine when the scandal broke. If you’ve been on the news or Aussie Twitter recently, you might have seen that George Calombaris, one of the judges on the popular reality TV cooking competition Masterchef Australia and restauranteur of Press Club, Gazi, Hellenic Republic and others — has been fined a relative pittance for wage theft. Ironically, on the day of the finale, as activists were trying to get the #MasterTheft hashtag trending, news broke that all three judges wouldn’t be returning for 2020. Their pay negotiations had fallen through, apparently. Despite currently being on million-dollar salaries, they’d asked for a pay raise of 40%. Twitter was briefly overstimulated:

I confess I’ve tried every one of George’s restaurants, even the Press Club, which is probably the most pretentious restaurant I’ve ever been to. If you know me, you’d know that’s a real achievement. Yes, it was more pretentious even than Attica, which when I visited during the first year of its opening, had a little print-out essay of Ben Shewry’s “food philosophy” that you had to read before looking at the menu, where near the end you’re chivvied out into the freezing night and made to walk around the tiny backyard garden poking at herbs. More pretentious than Michelin restaurants in Europe, or even Quintessence in Tokyo, whose menu is literally a blank slate that’s passed to you at the start of the meal. In the Press Club, my guest and I were shown a basket of potatoes still in their jackets. “Cool,” we said, puzzled. “Now the kitchen will transform the potatoes,” announced the serving staff. “Ok,” we said. At the Press Club, your seats are against windows that look down into the kitchen. We watched the serving staff take the potatoes to the kitchen, where sauce was slathered on top. It was served as it was.

We laughed then, but now that I’m aware of the wage theft, I kinda understand.

Free Labour and a Fine Dining Restaurant

It’s now Rockpool Group’s turn to be hit by the wage scandal, before which it was Vue de Monde. To be honest, we’d be completely unsurprised if every high-end restaurant in Australia is underpaying its staff. After all, underpaying — or not even paying — staff has been a staple of fine dining restaurants for a long time. The latter is called ‘staging’, a sort-of free labour internship that is the backbone of fine dining across the world. Via Eater:

What is unfair, underneath the veneer of awards, and the steady flow of international reservation requests they come with, is an ugly economic reality. Because many of these temples of culinary artistry cannot function without the work of stagiaires, their unpaid labor force.

A stage (pronounced: stajh, taken from the French word for “trainee”) is like a cooking internship, and the practice is much more common in elite, destination restaurants than local faves. Some cooks do this for a few days, but often the unpaid work lasts for weeks or months; depending on the kitchen, a stage might see themselves chopping up produce for mise en place or running entire stations during a night’s dinner service. Ostensibly, a cook who has already been in the field a few years, is staging to learn, to absorb new skills and knowledge from the kitchen’s full-time staff — because to be the best, you’ve got to learn from the best. I know a chef who staged at the French Laundry in California, and he doesn’t regret the unpaid, 14-hour days for a minute. It made him who he is. And for those who are able to do this, the experience is figuratively priceless. But in a literal sense, it does have a cost.

“Pursuing your dream and doing whatever it takes to work for the best restaurant, you put up any sacrifice,” says Abigail Ainsworth, a Toronto filmmaker currently shooting a documentary, tentatively titled Stage, about staging in the world’s best restaurants. “We’ve met people who sell their cars, break up with loved ones, really do whatever it takes to live their dream and work for these chefs.”

[…]

In 2015, when Noma was ranked at number three, the Guardian reported that the Copenhagen restaurant employed about 25 paid cooks, with another 30 unpaid stagiaires. A memoir from a former stagiaire, published in Los Angeles Magazine, described 17-hour days. When El Bulli was in the number one spot, I interviewed Ferran Adrià, who told me that he had 25 stagiaires, a workforce that outnumbered his paid staff.

It’s all very well to claim that staging is going to cooking school for free, but unpaid labour is illegal across many countries for a good reason. Besides, people who can afford to stage would themselves be a privileged few — people who don’t have medical debts to pay off, for example, or families to support. That’ll contribute to a lessening of diversity across the industry, which you can see in the spread of the Best 50 Restaurants list this year too. It lauded itself for being “female-forward“, when there were only 5 women-led restaurants in the top 50, and there’s still, hilariously, a “Best Female Chef” award, as though women can’t compete at the same level for Best Chef.

Free staging isn’t legal in Australia — but underpaying staff in general while overworking them is still the go. When Ben Shewry of Attica implemented the 48-hour working week for his staff, it was lauded:

“48-hour work weeks at a top 50 restaurant is amazing – this should be the Australian standard.”

However, not everyone is receptive to a shorter work week – chefs included. Dan Puskas of Sydney restaurant Sixpenny tried to implement a four-day system six months ago, but failed.

“I pitched it to our staff and none of them wanted to do it,” he says. “We’re lucky here because we don’t do Sunday dinner and we close Mondays and Tuesdays so our chefs get Sunday nights off and then two week days.”

“There’s this old idea that if you want to survive in this industry, you have to work these crazy hours. Maybe it’s exaggerated but on the other hand, we couldn’t afford to be open if we worked eight hours a day. We’d need to double the chefs, our prices would go up and we’d have no customers,” says Puskas.

It’s a hard life. We can only hope the Attica staff are also being paid what they’re worth. The last time I was in the restaurant, the chef’s essay was gone, but the garden walk remained.

Masterchef 2020

To be honest, I don’t particularly care that three middle-aged guys have lost a job that they held with intermittent success for 11 years. I used to love watching Masterchef. I learned how to quarter a chicken watching the show, among other things. I’ve gone to restaurants or tried bakeries because they featured on the show. I wish it the best. Unlike a lot of reality TV out there, much of Masterchef is feel-good TV where you can actually learn something. Yet every year, having to watch George struggle to eat spicy food got less and less funny. And each time the judges (other than Matt Preston the food critic) was faced with something beyond the norm, I usually held my breath to see if they were going to handle it badly.

Notwithstanding the top 10 for this year, the show has become more diverse over the years — last year’s winner was Singapore-born Sashi Cheliah. It was an absolute trip to turn on free-to-air Australian TV five days a week and listen to the accent from the country of my birth boom out over everyone else (Sashi used to be a police officer and it shows). TV is changing. This year, one of the most-watched shows on Netflix was Ava Duvernay’s incredible When They See Us, about the Central Park Five. Black Panther and Crazy Rich Asians have made silly money at the box office. The new 007 is Lashana Lynch.

Here’s hoping that Masterchef Australia and Channel 10 will see the way the wind is blowing, and bring in judges that reflect the huge variety of food that Australia is now home to. It’s a new world now, hungry for new things. To Matt and Gary, thanks for the entertainment, even though it’s been 11 years and I’m still not entirely sure why Gary was even there (does he even have a restaurant?). As to George… pay your staff more, man. And the potatoes were weird.


Image from 7news.

About that Cats trailer…

July 24, 2019

Can we talk about the uncanny valley quality of the Cats trailer? We know it’s meant to be like the Andrew Lloyd Webber musical, but seriously…

Star Trek's Picard

July 23, 2019

Star Trek’s Picard trailer was shown at San Diego Comic Con this weekend, along with a host of other trailers. A retired Picard must return to the fleet. Engage!

Los Reyes

July 22, 2019

Los Reyes is a film about dogs in a skatepark that we’re looking forward to catching at the Melbourne International Film Festival in August. Tickets are on sale now. What are your picks?

Effective Posting on Social Media

July 20, 2019

Let’s talk social media. Depending on who you are, you’re either rolling your eyes and closing this tab while you open up your printed-on-paper magazine/newspaper, or rolling your eyes and wondering out aloud what an older person in their 30s could possibly have to say about the dinosaur platforms that they use. If you’re the former, you’re probably on Facebook and maybe even my parents’ age in which case I’ll like to do the world a service right now and say: Don’t believe everything you read in Facebook! Don’t rabbithole YouTube! The moon landing is real! 9-11 isn’t a conspiracy! Ghosts aren’t coming out of the walls! *deep breath* If you’re the latter, gerroff my lawn and take your Snapchat/Periscope/whatever with you. No, wait! Teach me how to use Snapchat! …Just kidding. I know you’re all on Instagram stories now. Which I confess I don’t use often, save to engage in the time-honoured tradition of having picture-based social media in the first place: posting endless content about my cats.

Posting on social media is very much a microcosm for our time. You shout into the void and sometimes the void shouts back. That’s usually unpleasant. Having had a couple of posts go viral before on twitter, after a few hours you’re pretty much just praying the deluge is going to stop, and if you’re lucky, your viral post hasn’t brought any trolls to your yard or worse.

The void is segmented — depending on your age, circumstances, and culture, you’d probably prefer one app over another. Well-meaning diagrams like the following one often just heavily study a certain pocket of users (Western countries, English-speaking) and ignore most of the rest of the world, so take them with a grain of salt:

Screen Shot 2019 07 09 at 12.16.14 pm - Starship

For example, WeChat above actually has a billion users — according to statistics, only Facebook (2.1) and WhatsApp (1.5) have more. Yes, it’s more popular than Instagram, Twitter, and all the other social media platforms you likely use or have heard of. It even has an inbuilt payment system, which you might have seen pop up in some of the Asian restaurants in Melbourne, making it ubiquitous in a way that some other social media platforms can only dream of.

In that sense, a post like this is meaningless. With social media so diverse and used all over the world, what does a post setting down rules about timings and content matter? It’ll be as useless as those endless lists you see about writing advice. That being said, when we post, chances are we’re not looking to reach everyone in the world, only a particular audience. Especially if you’re an Aussie brand. You’ve likely already got a target market — if you don’t, we can help figure it out for you — and from their habits, you can work from there.

Navigating Social Media

As part of our work for clients in the digital space, we often create original content, repackage older content, and used mixed media to sustain engagement and create leads. Nobody wants to follow a random company’s page unless there’s something about it that’s worth their time. This is easier for some clients than most — for example, more people are naturally going to be more inclined to follow something like Sea Shepherd than the Instagram page of a car parts company or something. We’ve successfully pushed the public to clients’ digital platforms through considered strategies that we tailor-make for each client depending on their needs. This can include anything from coming up with competitions to having a ready-to-go roster of facts and fun content.

It’s possible for clients to run all this in-house if they want to, of course. Still, unless you have social media managers in-house, chances are, the poor admin person you’ve tasked with updating your Facebook hasn’t been trained to do so. This can lead to inefficient posting or worse — inappropriate posting. It’s important to have someone around ready to respond to customers on social media and the digital space in a polite and professional manner. Whether you outsource that is up to you, but it’s often good to have a strategy in place regardless. We often work with clients’ in-house marketing to create more effective strategies.

Effective Posting in General

There are any number of posts out there about when you should post on social media, and many of them are contradictory, so we won’t get into that. Suffice to say it isn’t often a huge stretch of logic. When do you often check social media? During breakfast and your lunch break, yes? Maybe on the commute home after work? Depending on which target market you’re looking at, if you post around these times, chances are whatever you’re writing won’t fall into a black hole. Experiment with your existing audience to see what times work best for which posts.

As to which social media platform works the best, well. Facebook is still king, at least in the bits of the world where it hasn’t been banned or supplanted by other apps.

Screen Shot 2019 07 09 at 12.17.30 pm - Starship

There’s a reason for this, a rather insidious one that we won’t get into right now, but we’ll point you toward further reading here and here if you’re interested.

Content matters. Is the image attached to your post in the right resolution and crop? Is there even an image? Is the content something people would want to — in other words, is it clickbaity? Worth someone’s time? Funny? Or are you being a non-automated can of processed pork product? The more value you add to someone’s life, the more likely they’re going to come back to you for more. If you can’t make it visually interesting, at least make sure it’s readable. Note that spreading misinformation in 2019 is quite likely to bite you quickly in the butt, and few things will damage your brand more than it being seen as untrustworthy by the masses. Be very careful about what you can state and what you can’t. Don’t post factoids that you’ve found off Facebook. Even if you’re sure that something you’re posting is right, you should also be careful about the language you use. Is it respectful? Something that you’d be happy saying out loud offline? Be inclusive. That means being respectful to everyone, including the disabled, marginalised genders and sexualities, and other minorities.

In short:
+ Post during a time that works for your audience. Test different times to check whether it has an effect on engagement.
+ Tailor-make content for your target audience that benefits them in some way.
+ Don’t lie or intentionally spread misinformation.
+ Make sure the content is readable.
+ Don’t be offensive — unintentionally or not.
+ Be as inclusive as possible.

Need a chat on any of the above? Get in touch.

Rockets 101

July 19, 2019

Rockets 101 with National Geographic: Learn about how rockets work, what happens during a launch, and how innovation made space exploration possible.

Honest Alexa and eBay

July 18, 2019

EBay throws shade on Amazon with their Honest Alexa ad, featuring a teenage Alexa with hilarious opinions, right ahead of Amazon Prime day.

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