ACT Responsible + Mr Goodvertising

30 November 2022

Speakers: Isa Kurata, Co-founder, ACT Responsible; Thomas Kolster, Founder, Goodvertising, Author & Speaker

Suitable For: Creatives, Strategists, Planners

Summary

Advertising Community Together, an international non-profit that has united the advertising industry around social responsibility for more than 20 years, discusses advertising’s best work in support of the environment with Mr Goodvertising. The session takes viewers through a showreel of ads, from the 2001 campaign ‘Home’ by the United Nations for Saatchi & Saatchi to the recent ad ‘Buy Less, Demand More’ by Patagonia.

Key Take-Aways

  1. Every time a brand goes wrong or is accused of greenwashing, it hurts everyone.
  2. There has been too much inaction. Look at the climate-inspired ads from the past 20 years and ask yourself – has much changed in the world’s response
  3. How much have we continued to fail to address the issue?
  4. Advertising can raise the voice of NGOs and organisations such as the UN, to
    empower the response to the climate emergency.
  5. Consider the role of frameworks in enabling brands and agencies to make mindful choices – such as the UN’s 17 Sustainable Development Goals.
  6. Check out the book ‘The Hero Trap: How to Win in a Post-Purpose Market by
    Putting People in Charge’ by Thomas Kolster.
  7. Watch the full ‘Great ads for Good’ showreel here.

Session Length: 30 minutes

You can watch the full session here.