Debate will continue over whether businesses and nonprofits should stick their noses into public controversies. Perhaps the debate should be over whether they can avoid sticking their noses into public controversies and remain on the cutting edge.
Rating these entries into the public arena should rest on the skill by which they extend their noses, as a new campaign by the Oregon Humane Society demonstrates.
Titled “A More Humane Society,” a 60-second video asks viewers to “imagine a place where kindness and love prevail. A society in which all beings have a place, a purpose and a sense of belonging.”
The imagery is of dogs, cats and chickens, but the message is inescapably aimed at humans.
The timing of the #bemorehumane campaign coincides with a midterm election campaign that featured vicious verbal attacks on immigrants and asylum-seekers. That wasn’t just a coincidence.
The video leverages the organization’s name that contains the word “humane.” We associate the “Humane Society” with animals, but the video encourages looking beyond our companions to ourselves as humans.
Speaking metaphorically through animals is not new. St. Francis of Assissi once freed a rabbit from a trap, advised it to avoid traps in the future and shooed it away into the forest, only to have the rabbit jump on his lap. Francis is known even today as the Patron Saint of Animals for his expression of love to all creatures.
The Oregon Humane Society jumped into the middle of one of the nation’s most divisive issues with a subtly compelling video that attests there is no difference between “us” and “them,” no matter who “us” and “them” may be. Coincidentally, the OHS video includes a quick cameo of a rabbit.
The video goes well beyond the common calls for greater “civility” and points to the common ground of life itself. Our differences aren’t so different after all. We love our pets, regardless whether they have fur or feathers. Why can’t we love other humans, regardless of their skin color, religion or politics?
Unlike the Nike ad featuring Colin Kapaernick that sparked outrage and social media posts of burning shows with a swoosh, the Oregon Humane Society has remained mostly under the radar. It attracted only 7,000 or so views on YouTube since being posted in late September.
However, the video is now attracting wider interest, and it should. The video is a classy example of advocacy advertising. It doesn’t stray from the organization’s purpose – or name. It places its ongoing work in larger relief. It calls people to action, not just to support humane treatment toward animals, but also toward all people.
Hats off to the Oregon Humane Society for sticking its wet nose into the issue of humanity.
Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at @GaryConkling.