Shared Values - A Campaign Gone Hollow?*



Case Code : CLCB019
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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GAP, Banana Republic, Old Navy, Brand strategy, Morris & Fellows, Strategic Mindshare, George Clooney, Ellen von Unwerth, Vogue and Elle


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The caselet, "Shared Values": A Campaign Gone Hollow? examines the background of a public campaign undertaken by the US government targeted at Muslims in a number of countries around the globe. The campaign tried to convey an image of the US as a country which is socially tolerant toward various faiths. The caselet assesses the impact of the campaign on the target population.


Why organizations need to 'walk the talk' when they are trying to influence a target group through their public campaigns.
The need to take care of the sentiments of the target group before launching a campaign.
The necessity for campaigns to reflect reality when the theme of the campaign is a sensitive issue.


Post September 11, 2001, the United States started a public campaign in countries with predominantly Muslim populations with the objective of counteracting the growing anti-American sentiment in these regions...

Questions for Discussion:

1. "Propaganda is sometimes successful at deceiving people, but oftentimes it's much less successful at influencing its target population than it is at helping the propaganda team deceive themselves. I think Charlotte Beers' campaign is an example of that." Why did the 'Shared Values' campaign failed to meet up with its objectives?

2. "Post September 11, 2001, the United States engaged in a public campaign in countries of predominantly Muslim population with the objective of counteracting growing anti-American sentiment in these regions." How did the "Shared Values" campaign try to bring about a change in the attitude of people in the Muslim world about the US?