People are lazy by nature and it’s only the odd few who actually respond to adverts that tell them to recycle. We need to inspire a personal connection/relationship between the public and the planet. This will help people motivate themselves into protecting what is close to their heart. If we can get people to “own” the planet, it won’t be long before everybody is a conservationist.
There is too much time and energy being wasted on things that are harming the planet, such as cars, computers, take-aways, factories etc. We need to find ways of better using this time. For viral marketing, the target market is going to be people who are not currently ‘involved’ or ‘interested’ in nature. These people will be frequenting areas far from nature such as office blocks, petrol stations and shopping malls. Viral ads need to be used in these areas for the most effective response. The ad needs to subtly or subconsciously alert people of what they are doing wrong, what they should be doing and motivate them into doing it.