The war on morality: Sainsburys Christmas advert 2014

Sainsburys’ official Christmas 2014 advert has recently been released and it has caused some controversy on whether it’s morally ‘ok’ to use times of war for profit gains.


The advert was made in partnership with The Royal British Legion and depicts the extraordinary story of 1914 where British and German soldiers put down their guns, arose from the trenches and played in a friendly football match. All in the favour of Christmas. The famous truce shown in the advert emphasises how Christmas brings everyone together, including people from different cultures and even people with conflicting views. Just like the soldiers of WW1. If you haven’t seen it yet (where have you been?) you can see it here.

I personally think the advert has been made well and tells a meaningful story about compassion and celebrating Christmas with everyone. However, many people have taken offence to the depiction and have shared their opinions of the advert on YouTube comments and Twitter hashtag.

Even though my first reaction to seeing the advert was positive and definitely a ‘goose-bump’ moment I can see where the people with negative views are coming from. The advert is promoting Sainsbury’s at the end of the day and the use of such a rememberable time could be seen as crossing a moral line. However, I do not think the advert glorifies war or down plays the importance of the real soldiers doing their part in WW1.

Many of the YouTube comments have grown into debates as other users are getting involved to either defend Sainsbury’s or agree with the offence-takers. One user made the point that big Hollywood films, such as Saving Private Ryan, use times of war and don’t necessarily emphasise the true environment of what it’s like at war and these films make money from it as well. So is the problem simply against advertisements using such content or perhaps against supermarkets trying to play on the customers emotions as a way of making money. It is also important to bear in mind that the chocolate bar featured in the advert is on sale at Sainsburys for £1 and all profits from the sales of this will go to The Royal British Legion. I think this could possibly be another case of ‘there’s always one that’s not happy’ but in this case there’s quite a few unhappy viewers.

What do you think? Love the ad, hate the ad, not too sure? Let me know.

Tinder used as tactic against sex trafficking

Tinder has recently been used as a tactic in gaining awareness of sex trafficking in Ireland by ad agency EightyTwenty. The agency teamed up with The Immigrant Council of Ireland to set up fake Tinder profiles as a tactic for bringing attention to the ever-current issue of sex trafficking.

image I came across this story when reading through The Independant yesterday and thought about how it was a great use of a current app. The fake profiles that were created displayed a series of photos that start with an attractive model and then as the user swipes through the profiles’ photos they find that they progressively show the impacts on women that are being sex trafficked. In some cases the photos showed the physical impact such as bruises and cuts to the face. The last photo will show the campaign call to action with the tag line ‘sex trafficking victims have no option’.

The campaign is designed to reach men of all ages and spread awareness of the issue. EightyTwenty has said that the responses so far are positive and that people are surprised to learn that sex trafficking is happening currently within modern societies.

Denise Charlton, chief executive of the Immigrant Council of Ireland, said, “[We’re] committed to using every possible opportunity to increase awareness about the activities of the thugs behind these crimes and the impact on their victims.”

I personally think that this approach to using the free service of Tinder to gain awareness with men of all ages is innovative and creative. Many of my previous posts have been regarding creative tactics used to gain awareness and I think that this is a great example of how to do it right. Yes, some people will probably find it annoying and potentially class it as ‘spam’ on the app but for the majority, it will have the desired impact. It is also important to remember that the issue has not only gained awareness through the app but also by news and social platforms that have discussed the success of the campaign, which will all benefit against sex trafficking.

Visit the site to find out more about the efforts being made against sex trafficking in Ireland here.

Solent PR Graduate Conference

Last Thursday (6th November 2014) was the first ever Solent PR Graduate Conference organised by my course leader Sally Holland. The day consisted of industry expert speeches followed by a networking lunch.

Having just started my third year of university I am being given many opportunities to meet with potential future employers. However, I must say that it is rather scary to be able to attend ‘graduate’ conferences as it feels like first year was only last week. The day began with an introduction from Sally Holland and a brief outline of how the day would run. The keynote speaker was Ilona Hitel, MD and Founder of CommsCo with a talk about how to get and keep a successful career in PR. The main piece of advice that I’m positive most of the students will take away from Ilona’s speech was that ‘It’s all about work experience.’ Ilona also offered tips of how to get noticed by using creative applications, such as a video CV.It was interesting to here how Ilona carried out a Google search of Solent University before coming on the day and found that that latest story was of a drunken Solent student getting her head stuck in a bottle bin. ‘You are only as good as your last google result’ says Ilona when raising the importance of what we have on the internet that potential employers can see. Another piece of advice given from the founder of CommsCo was to know the news agenda and said “Journalists will only respect you if you understand a good story and are not just interested in getting your clients in the press.” ILona’s speech was full of useful advice for all PR students across the 3 years of the course.

Tomasz Dyl, founder of GottaBe Marketing was the next industry expert to share is experiences and advice with the cohort and told the inspiring story of how he started his PR Agency at the age of 17. The agency grew into GottaBe Marketing and Tomasz emphasised the opportunities available through LinkedIn when it comes to future employers. He said that it is important for us as third year students to identify which agencies and/or companies we want to work for after graduating and to start connecting with them via LinkedIn. He also pointed out that it is vital to give the person a reason to accept your connection by telling them a bit about yourself and why you think you would make a good connection for them to have. Tomasz shared with us that the most rewarding part of working within the PR and Marketing industry is seeing your work and the good that it’s doing.

Beth Ansell founder of Lemon Squeezy was up next to deliver her speech about what it’s like being a freelancer. Beth is a graduate from Solent herself and is only four years ahead of the current final year students on the course so it was good to see how much can bee achieved after graduating. The key points that Beth mentioned were being able to have control over your work timing but having the pressure of working until it’s all complete. She pointed out that as a freelancer there isn’t any other employees that will pick up the project and complete it for you. Being a freelancer sounds tiring but Beth pointed out that being your own boss means you can take afternoon naps whenever you like, which i’m sure has convinced many students to potentially take the freelance route.

The next industry expert to speak was Emma Hazan from Hotwire who gave advice about how to stand out and get the job you want. Emma is a great communicator and gave an inspiring presentation giving tips on first impressions and how to sell yourself.  Emma was very confident and it was clear that communicating with others is a key strength of hers and she emphasised the importance of knowing what you’re good at and to build them into a personal brand for ourselves. Own the room was a good piece of advice given from Emma as first impressions are important to future employers.

Mark Stretton, MD, and Michelle Williams, Account Director from Fleet Street Communications were the final industry professionals to speak to the Public Relations students, where they gave inspiring advice about how ‘you can really effect change through trade PR’ (Mark Stretton). Michelle discussed how it’s important to decided which PR path is right for you, however, don’t be afraid to try other paths. Mark told the group how he started Fleet Street Communications four years ago with only 3 people and how it has grown. For many students travelling is a big factor for their career choice and Michelle explained how bigger agencies could often give employees the opportunity to travel abroad to head offices in places like Dubai, Florida, and Hong Kong.

All of the industry professionals provided inspiring stories about their experiences and useful advice tips for us PR students trying to gain graduate job offers. It was good to see the students actively tweeting about the event and using the #PRconference to gain awareness of the first ever Solent PR Graduate Conference. The day was a success and a great opportunity for all of the students that attended. The talks were followed by a networking lunch where students could ask the experts questions and make professional contacts.

Here are some photos from the speeches during the day:

Ilona Hitel, MD and Founder CommsCo

Ilona Hitel, MD and Founder CommsCo


Beth Ansell, Lemon Squeezy Marketing


Emma Hazan, UK Deputy MD Hotwire


Mark Stretton, MD, Michelle Williams, Account Director, Fleet Street Communications