Next Wednesday the IX Edition of the El Chupete Festival will begin: this time it addresses the subject from different disciplines: 'Branded Content' advertising or entertainment?
The habits of consumption of children and adolescents in terms of communication and advertising have changed, and consequently brands have begun to integrate into their communications training, information and entertainment content, beyond the commercial message. It is what is called 'branded content'.
More than 50 professionals will participate in a total of 40 activities, which will allow attendees to reflect on the responsibility that brands have, as far as the content of their campaigns is concerned and especially how children and young people live, to be able to Know your testimonials firsthand
Today we interview Rodrigo Ron, director of the Festival (and one of its founders), this professional was involved in the creation of a new concept to care for and improve children's communication. He brings us the characteristics that responsible advertising should gather, and tells us about creative communication aimed at children. We hope you like it. Peques and More.- What are the main characteristics that advertising aimed at children must have?
Rodrigo Ron.- Regarding the substance, it is essential that this advertising aimed at children, speak in the language of children, be entertaining and fun, that is not intrusive, that is relevant, that is, that it really addresses issues that interest the child . As for the form, the music works, the fact that the animation and the real image coexist and also the aspirational target, this means that if it is aimed at children of 8 years, 10-year-olds appear (because this responds to their own desire to grow)
I would also highlight that, taking into account that you have to take care of that message to the fullest, you can always integrate concepts that have a point of transgression of the adult world. An example would be the "Take Fanta" campaign, with which the kids have identified themselves well.
At present, and although it is necessary to encourage consumption, there are increasingly more brands that prefer to bet on that image associated with a series of values, being responsible for their communication
PyM.- Do you think children should learn to be critical of the publicity they receive? Whose responsibility would it be to help them build this critical thinking?
R.R.- Yes, of course and I think it is the responsibility of parents, professionals and guardians. We would like that, in a short time, there was a subject that talked about the world of communication and advertising, that taught children a responsible use and consumption of how to code advertising messages. If that were so, the professional world would converge with the teacher and it would be perfect to educate them since childhood.
PyM.- In general, do you think that the level of awareness of advertisers - in relation to their responsibility to children - has increased?
R.R.- I think it has improved and that brands have realized that it makes more sense to build a brand grounded in values, than in the fact of selling in the short term. That said, in the current economic situation has more value, since although it is now necessary to encourage consumption, there are increasingly more brands that prefer to bet on that image associated with a series of values, being responsible for their communication.
If in the nine years of history, El Chupete has been able to contribute to this change in performance, we are proud that this is the case, because we do perceive that there is a significant change towards this trend.
The brands of commercial products that integrate educational content in their campaigns and that also know how to transmit them, will obtain a series of added values in their positioning
PyM.- Do you dare to tell us what elements should never be part of advertising aimed at children?
R.R.- At present, we are immersed in a society of unstoppable consumption, but when you address the minor, what cannot be done is to encourage excessive and unnecessary consumption. Obviously it seems contradictory, because brands want to sell, but what seems good in the short term may eventually be counterproductive.
PyM.- Surely many of our readers still don't know it, so what makes branded content different from traditional advertising?
R.R.- Branded content is when advertising becomes content and that means that advertising transcends and goes beyond the advertising medium itself. Traditional advertising can be identified because it is within a medium that recognizes the minor as such and branded content is when the brand is behind the content.
Currently, we are immersed in a society of unstoppable consumption, but when you address the minor, what can not be done is to encourage excessive and unnecessary consumption
PyM.- Educate through advertising? Are you sure that it is possible to fulfill this function and combine it with the brand message that is intended to be transmitted?
R.R.- If possible. Moreover, there are many campaigns that are educational and that encourage reading, sports, which promote a healthy life. Although the ultimate goal is to sell, brands of commercial products that integrate these contents into their campaigns and that also know how to transmit them, will obtain a series of added values in their positioning.
PyM.- Currently, brands have begun to integrate training, information and entertainment content, beyond the commercial message. Can you point out any of the factors that caused the change?
R.R.- The change in television consumption, the fact that in traditional advertising the advertising block has lost strength and that the commercial messages are relevant, makes campaigns have to integrate this type of content.
PyM.- What moves you to reward creative and responsible communication towards children?
R.R.- What moves us is a new way of caring for communication aimed at children fleeing from punishment and focusing on caring for the prize. The Festival aims to recognize good practices and good campaigns that are creative and responsible at the same time.
We terminate the interview, not without thanking Rodrigo Ron for the generous collaboration he has given us.
If you are interested in El Chupete, you should know that you can buy tickets to attend (normal / 59 euros, student / 35 euros). Here you have all the information about the Festival, where you can also follow the news. This International Festival has become a reference to know the latest market trends in children's and teenage communication, without forgetting the vulnerability of this public.
Finally, we remember that this Festival also has a 'Young Pacifier', to reward audiovisual ads by young creators who are between 18 and 25 years old.
