Social Marketing in Shanghai

Les Pappas, President and Creative Director at BWA, gave a presentation on social marketing and branding for NGOs in Shanghai, China this past February. Les shared the stage with Kitty Lun, CEO of the Lowe China advertising agency.

The event was held at the Minsheng Modern Art Museum on February 11th to a standing room crowd of over 150 people. Les presented several case studies of BWA campaigns and branding projects. Ms. Lun showed numerous examples of award winning public service campaigns which she had judged as part of an international competition.

The presentations were followed by a discussion between Les and Ms. Lun on the future of social marketing in China. Questions from the audience, made up of ad agency creatives, NGO staff and university students, were then fielded by the two speakers.

China has a relatively short history of social marketing and public service advertising. Attendance at the event demonstrated a great interest in the topic and suggests that there will be significant growth in this area.