Traditionally, can gain customers’ attention in today’s

Traditionally, companies used advertising to inform and to attract consumers
so they would finally buy the product(s) and/or service from those companies.
Advertising means the action of calling something to the attention of the public,
especially by paid announcement (Merriam-Webster, 2015). In today’s world,
advertising uses every possible media to get its message through (Economictimes,
2016). However, unfortunately, advertising only has small and short-termed
effectiveness on sales, since according to Andrews’ statement in 2008, advertising
campaigns only try to induce people to consume the goods or services the company
offers. Aitchison (2004) also stated another disadvantage of an advertising campaign,
which is the fact that same idea of advertising cannot work universally, and it can be
an obstacle to the operation especially when controversies arose.
Thus, as an alternative to reduce the risk of advertising, a social campaign can
be considered as another tool that can gain customers’ attention in today’s
competitive market. Social Campaign is an operation or series of operations
energetically pursuing to accomplish a particular purpose through mass media; and
the communicative aim is to break down an undesired behavior that tends to influence
thoughts, feelings, behavior, and current knowledge (Andrews, 2008). Social
campaign often relates to particular social or environmental problems, and the
objective is to use the social issue to create value by scaling down those problems.
For some companies, the social campaign is a part of their CSR activities that is
presumed can attract customers’ attention in the previous chapter. It is classified as
’cause marketing’—a new term refers to a type of marketing where public causes are
used as a promotional strategy and hence links to sales (BusinessDictionary, 2016).
More precisely, what differs social campaign when compared to advertising is
the art of persuasion veiled in the content. They often do so through joining forces
with nonprofit organizations and focusing advertising campaign on those
philanthropic relationships instead of only promoting the product (Stengel, 2013).
Additionally, according to Andrews, the content should be a message that is potential
to raise people’s awareness and able to influence the audiences not to perform a
particular undesired activity or behavior. Hence, what makes social campaign unique
5
is that campaigns on social issues implicitly inducing public to do something they
value. When the company shares the same value as the consumers do, consumers will
be convinced that they can actually support the company to alleviate the issue (Levy,
2015)—means that social campaigns enable consumers to contribute something for
the society, and this advantage is considered more ‘rewarding’ than the products’
benefits (Community Tool Box, 2015).