Creativity for Social Good

 I was interested in the ‘Creativity for Social Good’ aspect of the nine Rhetorics of Creativity, and so I researched more into it and found an intriguing article by Charley Jaffe. She pointed out that with more and more companies making similar products, and more mediums competing for attention, brands have had to shift from the ‘what’ to the ‘why’ to reach an emotional connection with the audience. For example, the Google Year in Search 2014 ad didn’t feature a single benefit or fact about Google. Although it came from Always, The LikeAGirlAd didn’t focus on feminine hygiene, but only referenced female empowerment.  Female empowerment, unlike tampons, can spark a conversation that lots of people are interested in, and this way, Always get their brand known, whilst also making an advert that contributes for a higher purpose.