So what?

Here’s a full page advert that appeared in a Melbourne metropolitan newspaper the other day. It must have cost a motza for the space (let alone what the agency, their creative people, and no doubt an award winning photographer, charged for their services!).

My question is quite simple. So what? After reading the copy, how much more enlightened are you?

What does this new milk bottle do for our environment? How much will it reduce pollution? What will it reduce carbon dioxide emissions by? What will it do for kids like her, for your kids, for people like you and me, for our community, for our country?

Don’t give us meaningless generalities, give us meaningful specifics!

Then we’ll understand and be much more aware of what you’re doing for all of us… and, no doubt, much more appreciative.