You know I refuse to use this phrase, although it continues to be used daily in the meetings I attend. Many industries have used this phrase for decades to describe the people it was trying to speak to. The problem is they succeeded. And their "audience" grew tired of being targeted and "spoken to."
In today's social media empowered world, brands are being fired back upon. Yesterdays approach of message silos and manipulation are over. And they have been for years. It's time we embrace it.
This image is more disappointing to me than it is disturbing. Sure, myself and others are talking about it. So in a sense it "worked" as the old adage says. But that's an immature and antiquated model of success. Dear BETC-Paris, the only thing that would have made your campaign more appropriate is if you had printed the actual photo and name of the person who received the poster on the target you shot holes in. Creepy huh? Maybe that would have actually been more appropriate for your crime network. I'm just thankful I'm not one of your targets.
Surely we can come up with a new metaphor that more appropriately reflects positive, healthy, mature, honest communication.
Dear intelligent people of the world, entertainers, thinkers, planners, strategist, creatives and designers, haven't we had enough war in our lives? Can we please stop considering people "targets" for any reason and stop using this phrase once and for all? Surely we can embrace this new era of communication, to embrace a new metaphor, one that's more healthy for us all.