Talking about positive persuasive messages, I believe it’s fair to recognize when something good is done on the advertisement scene.

When companies use their creativity to combine their marketing goal with a bigger intention to make a social impact, and take action in spreading positive messages all over. The bigger the company, the stronger the message.

For example, I saw this campaign that Nike lately promoted in Sydney, hanging on a big building on a very busy highway. Playing with their slogan “Just do it”, they highlight our tendency to procrastinate hard things like exercising, and transformed it in an invitation to follow our initial plans. It works in line with the free running groups that most of Nike stores lead, encouraging people to go out together and benefit from training, fun and a lot of motivation.

I’m not saying that Nike is the best company in the world – even if it managed to change its reputation, some independent sources suggest that it’s worth being skeptical – but if you want to change things, you also need to recognize when someone do something good. Well done.