by Clemente Ferrer

Melbourne, July 28: The advertising industry has always seen as a corrupt activity trying to win over potential consumers through unethical deception.

However, advertising, depending on how it is used, can be a powerful weapon to draw attention to different products. NGOs have launched campaigns to generate awareness in the public and that they have done in digital key from various platforms and with the right language.

One of the largest advertising campaigns in recent times has been carried out by the US first lady, Michelle Obama.

Since 2010, when Michelle Obama set out to change the eating habits of the American population with the program Let’s Move!, she has continued to launch initiatives and projects using citizen participation, social networks and the media with more audience in the USA.

The results have been spectacular with 50 million visits to the website ChooseMyPlate, with government reports on healthy habits and on how to create an urban garden.

All this has been possible thanks to the great hype that Michelle Obama and her collaborators have done. Through collaborations with influencers and celebrities, agreements between the public and private sectors and improving access of citizens to healthier products, she faced one of the biggest social problems of the country.

The installation of an orchard in the garden of the White House by a group of students managed to capture media attention and open the debate on the limited information that existed on adequate food.

This was followed by Michelle Obama’s appearances in the most-watched children and family programs in American television.

Personalities from sports or cinema as Steph Curry, Jessica Alba or Cam Newton participated in various campaigns to support the importance of healthy eating from a smart, funny and original perspective that managed to convince the public.

(Clemente Ferrer writes for Independent Forum of Opinion and is also President, European Institute of Marketing in Spain)

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