Responsible communication

A quick recap of the role of communication, it:

•transmits information

•expresses emotions

•creates social relationships

•influences and persuades

•regulates rules, standards and social conventions

•entertains

•allows people to connect

Unfortunately, it's not always very ethical and responsible...

If advertising, which is highly controversial, really wants to play a role, it must invent and tell new stories, and help to promote new models and heroes, in line with the objectives of sustainable development.

If you're going to use creativity to capture the consumer's attention (Moriarty and Robbs, 1999) or mass persuasion persuasion de masse (Cartwright, 1949) and emphasise a product's competitive advantage, you might as well do it for RESPONSIBLE products or causes ..

Creativity in advertising is "the art of establishing new and meaningful relationships between initially independent elements in a way that is relevant, credible and aesthetically pleasing and that enables the product to be presented in a new light. "Léo Burnett (1960)

Today, this creativity can respond to the needs of a new " citizen-consumer Communication/advertising is now experiencing a new form of communication, known as communication responsable" 

And, here are a few examples where creativity makes you love advertising:

an ad

for:

1/ Ecological messages:

@Greenpeace – Cheil Central America, Panama – CYLNDR Chile – Ilusión Art Agency

2/ To sell more responsible products :

Example of a brand that does without advertising (I'm not judging...) but is obliged to communicate...isn't that a bit like advertising after all?...I'm just saying...🙂

3/ Changing mindsets:

@dessins Antoine Chéreau

Crédits : Dove x LinkedIn

4/ Highlighting responsible everyday actions:

@Colgate_Palmolive – Y&R

5/ Highlighting health initiatives :

@Ogilvy & Mather

5/ Raising awareness :

© Lee Jeffries/Almann+Pacreau pour la Fondation Abbé Pierre, 2018

6/ And support great causes

@Publicis – 2014 – France – SNSM

7/ Inform and warn

With grinding teeth...

@Lowe GGK, Pologne

Or, with humor!

@Y&R, France – Fondation Surfrider

to find out more...

on responsible communication as a whole, click here:

From my experience as an advertising executive, I know that we'll have to face up to the hypocrisy of brands that claim to be responsible in order to sell more, to false good deeds, to the tendency towards maudlin storytelling about diversity, disability, parity, differences... just look at all the things that are winning awards at Cannes at the moment. So what is the reality, what actions are really being carried out? Are the actions genuine, purely marketing or sometimes responses to disguised legal constraints? Which communications are worth showing?...

Let's not forget that "the road to hell is paved with good intentions".

to communicate and promote your commitments, click here ...

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