Brands have a massive opportunity. They have the budgets to reach big audiences and can choose to intertwine messages about social issues into their advertising campaigns – into online video in particular.
Raising awareness of social issues not only benefits the communities of interest; it also has a positive effect on the brand. In the 2013 Cone Communications Social Impact study 83% of respondents (US based) said they would like brands to support social causes. In the same study, 41% of respondents said they have bought a product because it was associated with supporting a particular social cause.