This is one of our favorite articles on advertising of all time. We’ve long preached that the subtext of every message is as important if not more important than the message itself. You can do effective micro targeting campaigns, but you have to be aware of the subconscious baggage the medium carries with it it order to compensate for it.
We’d argue that a great cause is a fantastic (and relatively cheap) way to overcome that baggage. Anyway, read the article.