You’ve probably seen it before. No doubt you’ve heard it.

The sound of ‘mwah’ as two women kiss the air next to each other’s cheek.

It’s not really a kiss, is it?

It saves the make-up, right enough, but it’s going through the motions. It’s not exactly authentic.

Too many advertising efforts are a bit like that.

They’re more-or-less asking to be ignored because they’re not going the full distance.

They’re not talking to you or anyone else.

They put a marketer’s point of view out there and hope people will be impressed.

Fat chance.

As you’ve probably heard in marketing seminars, work like that is one-way communication.

It’s the opposite of an original imagination.

Why would marketers approve it?

Some might say they are being ‘safe’.

Others think they just don’t get it.

But that’s not Estée Lauder.

Their ‘We’re Stronger Together’ Breast Cancer Awareness Campaign doesn’t hold back on emotion.

It gets you on intimate terms with your feelings.

It’s new in the way it stresses action as well as awareness.

It showcases a genuineness about life, eating better, exercising, participating in healthful walks, sharing personal stories and supporting one another.

Authenticity is key.

For more on authenticity there’s ‘Hear Our Stories. Share Yours’. http://bit.ly/WgEfhc.

As this Estée Lauder video will tell you, ‘An honest exchange unfolds’.

It’s an honesty we all need for our work.

Because it goes further than just ‘mwah’.

Share with us. Leave your comment below. Thanks for reading Whybetonto.com. Regards, Steve Ulin LinkedIn: http://linkd.in/1Bey3Jl