There are people who live by helping others. Not for money, not because of their religious instructions, not for society’s vanity, but for pure self satisfaction.
What does it take?
*Vast goodness capacity/resource
*The inspiring skills
*The mental powers
*The unconventional thinking
So I have been looking for the right term to name this occurrence for quite some time.
And I recalled Amelie who comes across a box of a little boy hidden at her place. Her immediate thought is to take that step and to make the difference. To research, to act, to find this supposedly middle-aged man and give him back his childhood. When she finds him, she rings the phone booth he is next to. He finds the box in the booth and tears up. He: the young, fragile, dreamy boy in a body of a mature man then goes to the nearby bar and tries to reach out to Amelie. She stays shy. She needs nothing but his smile.
We tend to construe goodness as a favour to the world, while the only people it favours is us.
I want to ‘profess’ Ameliesm with both vigour and patience. But then every person has their own Ameliesm to follow. Some would become therapists; others would turn a blind eye to social problems but would be devoted parents…
My Ameliesm bubble is social advertising. Not plaintive advertising. Not drowning in a sea of schmaltz today and tomorrow have obliterated everything from our memory. Memorable campaigns that make us turn the page.
Social advertising to me is not only art, but art that helps. Strategic art. Not making Person A buy product F because they would become more appealing. (Only for 5.99 of course)
What made me tick? Attending Cannes Lions 2012.
And that step, that extra something is the dream and the comfort that I eventually found my little Ameliesm spot.
Leaving you with the first social advert I fell in love with.