Have you ever pondered over the enchanting power of advertisements in stirring up your emotions? As we tuned into the holy month of Ramadan, an abundance of commercials caught our attention, each one captivating us with its unique concept. Nevertheless, amidst the diverse array of ideas, a common thread of advertising appeal emerged.
In case you’re unfamiliar with this term, allow us to enlighten you.
An advertising appeal is a way the copywriter uses to grab the audience’s attention toward the brand or the product.
There are 23 types of advertisement appeals and one of them is being used in the adverts we will list today.
Ramadan is the only month when charitable organizations launch campaigns to ask people to donate; if you found yourself empathizing with the charities’ adverts then it’s because they are using the Empathy Appeal.
Here’s our recap on the NGOs and charitable organizations’ Ramadan campaigns.
What Is The Empathy Appeal?
Empathy Appeal is a type of advertisement used to evoke the viewer’s empathy emotions.
If you’re watching an advert and found yourself empathizing with it, then it is using an empathy appeal. This type of appeal is always used in campaigns that urge people to donate money; any charitable organization or NGO’s campaigns will depend on this appeal as it is guaranteed to trigger your emotions and drive you to take an action, which is to donate.
This is every campaign’s goal, to drive you to take an action.
Empathy Appeal In Charitable Organizations’ Ramadan Campaigns
This Ramadan many charitable organizations used this type of appeal and we will list them all.
57357 Hospital
57357 Hospital, also known as the Children’s Cancer Hospital Egypt (CCHE), has launched a dynamic new campaign that features not one, not two, but three creative adverts.
The first of the three is a jingle-based ad that is sure to tug at the heartstrings of anyone who has ever visited the hospital. This medley of all the hospital’s jingles throughout the years serves as a reminder of the long-standing relationship between the hospital and its patients.
The second advert features a collaboration with the iconic actress Youssra, who urges people to donate to the hospital. Her presence lends credibility to the hospital’s mission and emphasizes the importance of supporting quality healthcare.
Finally, the third advert is an animated masterpiece that urges viewers to donate to the hospital’s new unit. The colorful graphics and engaging storyline make it clear that every contribution counts towards making a real difference in people’s lives. Overall, this campaign is a testament to the hospital’s commitment to innovative marketing strategies that resonate with their community and highlight the vital role they play in providing top-notch healthcare services.
Al Nas Hospital
The first is a jingle-based ad, which takes a nostalgic approach to healthcare marketing by recreating a classic children’s song. The second is a star-studded collaboration with renowned actress Essaad Youness. This celebrity endorsement serves to elevate the hospital’s reputation and highlight the quality of care that patients can expect to receive.
By partnering with a well-respected figure in the entertainment industry, the hospital is able to tap into a wider audience and further enhance their brand image. This innovative advertising approach demonstrates the hospital’s commitment to creative marketing strategies that resonate with a diverse range of people.
Magdy Yacoub Heart Foundation
The Magdi Yacoub Heart Foundation campaign in Ramadan 2023 is a warm and emotionally charged initiative that highlights the importance of charity and helping those in need during the holy month.
The famous heart foundation pulled out all the stops for their latest Ramadan campaign by teaming up with two of the biggest names in music – Angham and Mahmoud El-Essily. Together, they created an innocent mood that perfectly captures the emotional weight of the foundation’s cause.
The campaign may call for greater empathy and understanding towards children, but what is most important is recognition of the value of their unique feelings. Creative footage also celebrates the beauty and purity of childhood and urges us to honor and protect the innocence and goodness of children’s hearts.
This collaboration demonstrates the foundation’s commitment to leveraging the power of music and celebrity influence to raise awareness and support for their mission. By enlisting the help of these superstars, the foundation has succeeded in creating an ad that is not only memorable but also highly effective in inspiring action and driving donations.
Ahl Masr
Ahl Masr Hospital has launched a powerful new campaign that highlights the urgent need for specialized burn treatment in Egypt. The first of three moving adverts depicts a devastating scene that is all too familiar in our world today: a loved one lost to a fire that could have been prevented with the proper medical care.
This emotional ad serves as a wake-up call to the public, reminding us of the critical role that Ahl Masr Hospital plays in treating serious burn injuries. The other two ads tell the inspiring stories of burn survivors who were able to overcome their injuries with the help of the hospital’s dedicated staff and advanced facilities. Their journeys are a testament to the resilience of the human spirit and the importance of having access to top-quality medical care.
Overall, this campaign is a poignant reminder of the life-changing impact that Ahl Masr Hospital has on the lives of those it serves and a call to action for all of us to support this essential institution.
Misr Al-Kheir Foundation
Misr Al-Kheir Foundation is once again leading the charge in philanthropy and social responsibility with its latest campaign. This time around, the foundation has enlisted the help of three prominent public figures – Laila Elwi, Ahmed Hassan, and Nour El-Nabawi – to spread the word about the importance of donating “Zakah” to the cause.
Through a series of impactful adverts, the campaign emphasizes the power of collective giving and the tremendous impact that even a small contribution can have on the lives of those in need. The involvement of these high-profile celebrities adds an extra layer of star power to the campaign, helping to raise awareness and inspire action among their legions of fans and followers.
Misr Al-Kheir Foundation’s continued commitment to helping others is truly inspiring, and we can all do our part by donating our “Zakah” to this worthy cause.
Egyptian Food Bank
The organization’s latest Ramadan campaign is sending a clear message: quality food should be accessible to everyone, regardless of their financial circumstances.
Through a series of impactful adverts, the organization is showcasing its commitment to providing healthy, nutritious meals to those who need them most.
With a focus on fresh, high-quality ingredients, the organization is working tirelessly to ensure that its food products meet the highest standards of quality and taste.
By emphasizing the importance of healthy eating and making it more accessible to those in need, this campaign is helping to create a more equitable and just society. It’s a reminder that we all deserve access to healthy, nourishing food, and that we have a responsibility to support organizations like this one that are working hard to make that a reality.
Orman Association
The association launched a campaign to urge people to donate so it can help orphans and those who are in need.
The association’s Ramadan 2023 campaign is a call to action for all of us to come together and make a difference in the lives of those who need our help the most. Through a series of emotional adverts, the campaign highlights the plight of orphans and other vulnerable groups, reminding us that there are still so many people in our communities who are struggling to get by.
But the campaign is not just about raising awareness – it’s also about inspiring action. By urging people to donate to the cause, the association is empowering all of us to make a tangible difference in the lives of those who are most in need. Whether you choose to give your time, your money, or your support in other ways, your contribution can have a profound impact on the lives of those who are struggling. So let’s all come together and do our part to help build a brighter future for all.
All of these adverts depended on other advertising appeals, like endorsement and music but the common appeal is empathy.
Which one of these triggered your emotions the most?