In the wake of Hurricane Milton and the tornadoes that ravaged my community, some might think it odd I’m focusing on voiceover advertising resources.
While my home was left untouched, my neighbors and many others throughout Florida weren’t so lucky. My heart goes out to those in Florida who are currently rebuilding, and all impacted by the record-breaking number of tornadoes touching down just before Milton made landfall.
Between Hurricane Milton, and North Carolina, Tennessee and Georgia dealing with the fallout of Hurricane Helene, along with the devastating wildfires in the western U.S. – advertising with empathy is critical to protect your brand.
I’ve lived in Florida for 25 years, and have witnessed firsthand the devastation Hurricane Ian caused in Southwest Florida two years ago. I helped many friends clean out their homes, trying to salvage whatever they could, which, wasn’t much. I can tell you, without a doubt, one of the strangest aspects in the days following a disaster is realizing the world carries on while you witness catastrophic damage all around you on a daily basis.
Feelings of dissociation, anger, sadness, hopelessness, survivor guilt, and anxiety, to name a few, are the only things to occupy your mind.
When messaging continues to come through in the form of tone deaf ads, phone calls, and spam in your inbox, it can be frustrating for those whose lives are forever changed.
How do we as businesses and corporate entities build our advertising campaigns with empathy, knowing survival is the most top of mind awareness for those after a disaster?
Here are just a few tips for advertising campaigns during major disasters.
- Compassionate, empathetic voiceover to calm and provide hope. In advertising, we’re often trying to persuade, make emotional connection, or rationalize a purchase decision on behalf of a buyer, using quality voiceover as a driver.A study from the National Institute of Mental Health (NIMH) found that 30-40% of survivors of natural disasters develop symptoms of PTSD (Post-Traumatic Stress Disorder).Several studies have found significant psychological impacts, such as increased anxiety, depression, and even PTSD immediately following a major disaster. For example, a Harvard Medical School study on Hurricane Katrina survivors reported over 33% experienced anxiety or mood disorders long after the event, with about 14% suffering from serious mental illness. These findings suggest that prolonged recovery efforts often worsen the mental health of those affected, according to the American Journal of Qualitative Research.Consumers are more likely to respond positively to brands who demonstrate empathy during crises. Empathetic messaging, especially after a disaster, increases customer loyalty and engagement. One study found that emotionally appealing advertising is particularly effective in creating stronger, long-lasting relationships with consumers post-disaster (Catalyst).
- Use contextual marketing in your ads. When it comes to post-disaster advertising, not acknowledging what is happening in the world can cause negative associations with your brand. Contextual marketing is a proven way to use current situations to grab consumer attention, engage empathetic messaging and even provide assistance to them in some way. By aligning your brand messaging with the situational needs of your audience, you can better connect with them.For example, brands using empathetic, supportive messaging (and empathetic voiceover talent to accompany it) during disasters are perceived as more authentic and trustworthy. In the aftermath of Hurricane Harvey, brands that used location-based and contextual advertising saw engagement rates increase significantly, as consumers were more likely to respond to messages that showed understanding of their current struggles.This approach also builds long-term brand loyalty as consumers remember which brands were there for them during difficult times. Adding empathetic female voiceover to your advertisements helps provide a comforting tone. Add to the fact your voiceover (me!) has personal life experience with major disasters (9/11, hurricanes) – and you’re going to have messaging with a tone that resounds so much more.After natural disasters, people’s risk perceptions are forever changed, influencing their behavior and response to ads in general. Contextual marketing addressing these risk perceptions, such as ads focusing on safety features or resilience, have a much stronger impact, compared to traditional advertising that does not take these concerns into account, according to Wolters Kluwer Experts.
- Cater to short-term emotional appeals. Research published in the Journal of Advertising Research highlights how concrete emotional appeals tend to have a more immediate impact on consumer behavior. Short-term, compassionate messaging can drive immediate action and support. You cannot only avoid negative brand perceptions by continuing to advertise to disaster victims the right way, but you can actively boost your brand’s reputation as an empathetic, helpful resource.In the immediate aftermath of any disaster, brands should focus on offering support, comfort, and tangible assistance using messaging that communicates sincere empathy and authenticity. Voiceover messaging in this context can highlight empathy by acknowledging the difficulties and trauma the community is facing, offering help, or providing information on resources. This creates a sense of solidarity and can spur immediate action, such as donations, volunteer support, or even purchasing behavior when essentials are needed.Research suggests people in distress are more likely to engage with content that makes them feel understood and supported. Voiceover advertisements that have a calm, reassuring tone can foster a deep, immediate connection by soothing the nervous system. Brands that effectively use this short-term approach often see a spike in consumer engagement.Studies have shown consumers are more likely to respond positively to brands that demonstrate empathy during crises. Empathetic messaging, especially after a disaster, increases customer loyalty and engagement. One study from Catalyst found that emotionally appealing advertising is particularly effective in creating stronger, long-lasting relationships with consumers post-disaster.
The right voiceover tone before, during, and after a disaster is everything. An empathetic, understanding, and relatable female voiceover could be exactly what you need to continue to reach those in impacted areas long-term and foster a positive association with your brand.
If you’re a creative director, agency or in-house marketer that’s struggling to create a strategy and work your current advertising in these areas, let’s chat about reworking your content with a more empathetic tone.
Reach out if you need help! I’m here for you.
