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The VSO ballad of John and Yoko

Posted in General, Advertising, Marketing, Creative, Latest reporters' blogs, Russell Parsons January 28th, 2008 by Russell Parsons

Do not get me wrong, I have nothing against the work of the VSO and its marketing campaign to mark its 50th anniversary and raise awareness of its services, but I question its use of John Lennon and Ono as examples of people who have helped changed the world.

The text which runs alongside the image of Lennon and Ono in the campaign says: “In 1969, John Lennon and Yoko Ono took to their bed. They did it to persuade people to give peace a chance. They succeeded. Through a single act, John and Yoko had started a chain reaction that changed the world.”

Debatable, to say the least. Lennon and Ono’s idealism and instantly recognisable faces have, in this case, triumphed over those whose actions have really made a difference.

Lennon’s image is one of the most recognisable in the world, from Bogata to Bognor he is known for his love of peace and desire to stop all wars, but what did he actually do to change the world? Granted the Beatles inspired a generation to pick up guitars and with Paul McCartney changed, by having their own compositions feature on their albums, the music industry but striking a blow for world peace?

I hope the next image the VSO use is someone like Mikhail Gorbachev, pivotal in ending the nuclear arms race and in the fall of the Berlin wall, or Mother Theresa whose selfless charity work affected everyone she came into contact with.

These are just two examples of people who have truly enhanced, influenced and changed the world around us for the better.

However, their images and names are not as recognisable and their achievements require explanation.

Lennon and Ono’s faces are certainly recognisable and the sentiment Lennon and Yoko expressed in their songs and actions were, in the most part, good. But let’s not overstate their actions or their influence on the modern world, especially to the cost of those trail-blazers who truly made a difference.

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Tags Charity, Advertising, John Lennon and Yoko Ono, VSO

Comments (2)

simon@kitcattnohr’s comment is....

Thanks for your comment. It’s always gratifying that anyone sees our work at all. And even better when they talk about it.

Just a couple of points. You might notice that we said John and Yoko ’started a chain reaction that changed the world’. We didn’t say they changed it on their own, because they didn’t. But without them, that chain reaction may never have started. The campaign isn’t about famous folk doing good stuff. It’s about anybody doing good stuff, providing it has an iconic image attached. John and Yoko just happen to be among the first ones we chose, because Yoko was kind enough to let us use the image.

On your suggestions, you might be pleased to hear that Gorbachev was indeed one of the people we considered when we were thinking about the campaign. However one of the many unforeseen benefits of the fall of communism was the increase in his ‘appearance fee’.

Posted January 30th, 2008 at 12:03 pm

Benhugh’s comment is....

As both a marketing agency type and a returned VSO volunteer I thought I’d add my two penny worth. I noticed the advert in the paper at the weekend and wondered what it had to do with VSO.

VSO is about unknown people making small but practical and significant changes that last and grow, not the grand gesture. Whilst the “iconic image” will undoubtedly attract attention (1 article in MAD and counting), I’m not sure it will appeal to the target prospect volunteers.

I recall being told about a DM piece that VSO did a few years back that invovled solving puzzles (just like the ones you will have to solve when you are a volunteer). Great response, but from people who watch Countdown.

A very difficult product to market, with a completely misunderstood brand (no it isn’t for gap years). Good luck.

Posted January 30th, 2008 at 2:56 pm

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