Coca-Cola Puts 'Empathy Gap' In The Spotlight In New Campaign
Coca-Cola has revealed a new advertising campaign which includes a television commercial, which will run in selected countries across Europe this month and highlights a societal empathy pap, particularly among young adults (16-24 year olds).
The campaign by the soft drinks giant was devised after conducting extensive research which revealed that two-thirds of young adults in Europe feel that we can find greater happiness as a society if we behave more empathetically towards each other.
And 63% of all Europeans surveyed said that listening to and understanding others can lead to a happier society.
'Could I Be Wrong?'
According to Coca-Cola the idea at the core of the spot is that if we are not listening, talking, and trying to understand each other we will never ask ourselves: “Could I be wrong and see things from another perspective?”
“It’s not often that people feel genuinely heard and truly understood. Empathy is about the small, not the big; the personal, not the global,” said Walter Susini, Senior Vice President of Marketing EMEA.
“We listened to consumers as they explained the way they live their lives and their feelings about connectedness. What we found is that young people say they do not feel genuinely heard and even in today’s over connected world more than 50% of Europeans feel disconnected from each other”.
Created by Wieden+Kennedy London the ad immerses the viewer in a 'hectic and hostile' urban environment, the soft drinks giant said.
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