Today, my leadership decided to pause all marketing targeting LA residents due to the wildfires. Is that something your team has decided to do? If so, for how long? What are your thoughts about it? I’m wondering if this is the right move as it will have an impact on what we’re attempting to achieve.

Any thoughts?

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I think that's a great idea and will be passing it along to my manager. Targeting them not only feels insensitive, but it's also not likely to produce any sort of ROI given everything that's going on there right now.

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I agree with this and think it’s a great idea to send it up to your management.

No but I wish my company would do something similar. I feel like my bosses are too concerned about the bottom line to ever do something so altruistic. i would feel proud to work for a company that did that, honestly.

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A sense of pride! I like that. Could you recommend doing it?

Unless you create new “feel good support” ads appropriate for the time (and not pandering), I would turn off ads in LA. Brands did this after 911. Depending upon the category and current ads you run the risk of being tone deaf.

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We are finding some ways to help our customers and target audience that are in that area.

That's a smart thing to do. The last thing you want is to be pushing a campaign on people who honestly can't pay attention to it anyway. And depending on your business, you could come off as looking ghoulish. Putting things on pause is better than any horrendous publicity you would get by coming off as insensitive in an absolute disaster.

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That’s it right there. We are attempting to find ways to make our target audience whole during this.

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