The Internet is an especially tricky medium for cause marketing. Its enticing links, ads and images encourage users to flip from one website to another, with the promise of ever more interesting content on the next page, so it’s harder to maintain a visitor’s attention than in a magazine or newspaper – especially if the topic is serious.
The 11 Days of Remembrance are not a time for crass marketing. But that doesn't mean we can't market. For charitable organizations like the Royal Canadian Legion, which presides over Remembrance Day ceremonies in Canada, tone makes the difference between engaging people and enraging them, especially when the organizations’s cause is an emotionally difficult one.
This past Remembrance Day, one simple icon encapsulated the feelings of mourning, reverence, strength, honour and, of course, remembrance across North America and Europe: the poppy.