Inspirational Afghanistan Ad Campaign

by Shelly Perko

I don't know about you but when I hear 'Afghanistan' I hear 'complicated.' My mind immediately gets exhausted from the extensive amount of information I don't understand about this country. Through basic common sense I know turmoil blows through the desert sands. Coupled with college courses, I understand some of the religious and cultural battles between the East and the West. But as far as knowledge or intellect on Afghanistan, I have very little, if any.

Truthfully, when I see news broadcasts about the battered women in Afghanistan, or about the war, I tune out. I assume that I cannot trust everything the media have to say and I resolve to do my own research. It goes without saying that finding time to do extracurricular research on a foreign culture with deep, historical roots is almost impossible.

When I read the Advertising Age headline "U.S. Military Goes Native in Afghanistan Ad Push" I was intrigued. To be quite honest, I didn't even think advertising, as I relate to it, would even exist in Afghanistan. The article by Laurel Wentz not only educated me that there was, in fact, advertising, but it motivated me as well.

I don't want to paraphrase Wentz. I want to admit my faulty global knowledge and push the idea that anything is possible with hard work and cultural understanding. And ultimately, you need to read this article.

American news on the Middle East is so bogged down with war, suicide bombers and gender inequality. The B rolls are of mud homes, desert sand storms, army camps. And since I never found the time to do my own research, I never knew that Western media have emerged in Afghanistan by the forward-thinking, Western-educated, Mohseni family. They literally started media channels and the businesses to support them. They created industries. They're bringing 'Western' cultures to the Middle East, but they're smart enough to adapt them to Afghanistan's standards. What's even more incredible is that they're succeeding.

Take a few minutes to read this article. Not only is it educational but it includes a great ad campaign and it is inspirational. It left me thinking that if a family can start industries in a country torn by war and violence, then the possibilities are endless for you and me to make a difference too.

http://adage.com/globalnews/article?article_id=143223