How to write public welfare copy?

01

When you do copywriting, you will see all kinds of copywriting for various occasions.

If you don’t do certain things, you can’t write such copy; even if you do this kind of work, you will need to experience it for a period of time before you can write it.

It's up to you to guess what it is.

02

Public service advertisements are a real test of the copywriter's ingenuity, especially when the writer wants to simplify something complex or make it relevant to the topic.

This is from Chongqing in 2020.

The word "zipper" comes to the mind of the copywriter. Pull down to open, pull up to close.

A cigarette on the left and a matchstick on the right. They look similar in both form and spirit.

As for how many stores closed down back then and how many are still operating now, I won’t discuss it here.

When the copywriter sees this, he needs to look back at the zipper head.

This is a building-shaped structure. I don’t know if it is a landmark property in Chongqing. But “indoor public space” is implied in the title.

03

Introducing yourself has become popular in college in recent years.

The styles are constantly being updated, and the peripheral materials and videos are already unique.

However, most of them were done by the staff of the Academic Affairs Office, and they could not keep up with the mentality of the candidates.

If copywriters study these more, they will be able to come up with better wording and grammar when recruiting students.

Now that he has passed the exam, you can praise yourself for him and make some new peripheral products for him. Maybe this teasing will help him to pass the exam.

04

I don’t know how some foreigners’ imaginations are opened. Is it the help of AI?

From point A to point B, things that would normally be impossible to move in our minds seem to be possible for them.

Of course, hiring a foreigner does not necessarily mean that the executive copywriter will be a foreigner.

Is Thorn Cliff just a name or does it have another meaning?

Mainly animal transformation under this theme.

Generally, copywriters don’t think of woolen dogs or detonator dogs🐶.

If you love your pet, then losing that love can become a two-way vicious cycle.

But the picture still looks like "smoke curling up".

Smoking is harmful to health, and this is not true for humans.

05

Don't talk about GUO things and be sure to follow this.

But when there are still people who cannot see some things clearly and want to talk about some things, there are still references from ancient times to the present.

You can also say that this is a fictional novel and you shouldn't take it personally.

A good copywriter can really bring his writing to life.

Isn’t creativity just using A to represent B?

06

When Feng Tingyu heard that I was short of ingredients for my hotpot, he immediately provided the fresh food he saw in the group.

At first glance, it seems like the appeal of a real estate copywriter.

If you look closely, you will see a sterilization poster made of Dettol.

Whatever parents fear will come true. Dettol gives you confidence.

It also gives you liberation.

The only problem with the copywriting is, why is it more pleasing to the eye than the real estate copywriting?

07

Beer is now out of fashion.

In the past, copywriters could still speak for themselves and be self-consistent, and there would be crowds wherever they played.

Now it has changed, it's divided.

What should people who can’t go out to play at night do? What should people who work overtime do? How can they be reminded of their mentality of working overtime all the time?

As the enemy changes, I change. This beer brand has opened up new channels for reaching customers.

The only copywriting thought is that people at night cannot see the screen outside, so is it relying on reverse activation?

But this new channel will also create new regulations for outdoor media purchasing.

08

Could speaking in a baby voice be a new source of traffic for copywriting?

The life story of several generations of bed-mates may not seem like much if viewed individually, but it is hilarious when viewed together.