“I need advertising,” said Earth. A call for RFPs, by Martha Shaw.

kristy SRI/ESG News, Global Citizen, Sustainability News, Wealth of Networks

“I need advertising,” said Earth. A call for RFPs, by Martha Shaw.

New York – Apr. 20 – If Earth had an ad budget, it would hire Earth Advertising, or at least that was my assumption when I invented the agency in 1999, originally eFlicks Media. “Earth needs a good ad agency,” Walter Cronkite had suggested to me way back.

Here on the eve of Earth Day, there is tremendous pressure to share what it’s been like over the past 13 years since Earth Advertising hatched in Soundtrack Studios. It’s been up and down. The fisheries went down, the trash went up. Water down. Temperature up. Species down. Chemicals up.

But, Earth Day is a day of celebration, not mourning. Although not the kind of celebrating we’re used to. Celebrating without plastic balloons, stirrers, straws, cups, bottles, bags, plates, forks, spoons and other harmful substances. We can celebrate by refusing single use disposable plastic on Earth Day. I know I’ve given up all these addictions, including on special occasions. Believe me, I fall off the wagon. But I get right back on. You can even take a pledge. Go to http://plasticpollutioncoalition.org/support/pledge/

I digress. If Earth did have a budget for an ad campaign clearly nobody would ever agree on which agency to hire anyway. And should it be positive or negative? With the help of Stuart Ross, an advisor to Earth Advertising, we brainstorm the idea via social media. His ideas arrive by simple text, “What if there was an RFP?” I text him back that I love it. “Help Wanted. Mid-sized terrestrial planet seeking immediate advertising support.”

Objective? Long-term sustainable relationship with inhabitants.

Most Valuable Available Asset? Unlimited intellectual capital.

Single Most Limiting Factor? Natural resources.

Single Biggest Challenge? Old habits.

Metrics for Success? Cleaner atmosphere. Fresher water. Healthier people. Abundant fisheries. Fertile land. Swimmable oceans. Peaceful co-existence.

Single Most Important Message? Help Wanted.

What Are You Asking Your Audience to Do? Think.

As the world turns its attention to Rio+20, the 20-year anniversary of the first global Earth Summit, an RFP from Earth is a novel idea. World leaders need our community’s help right now. They need a collective RFP. On May 1st, green business leaders will gather in NYC for a side event to share lessons learned by the some of the world’s most visionary eco-preneurs. We’ll showcase some of your imaginative RFPs from Earth.

Submit your creative ideas today for a 2-page RFP from Earth to [email protected] Now let’s go celebrate Earth Day.

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This article: As first seen on CSRwire 4/19/2012
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News alert! Think of a campaign you’ve seen that really reorganized your thinking in terms of your relationship with nature. The nominations for the 2012 EthicMark®Award for Advertising “that Uplifts the Human Spirit and Society” are due by May 7. Visit http://business.nd.edu/marketing/EthicMark_award/

Other important news:
Don’t miss “To the Arctic” by our bright and talented friends at Macgillivray Freeman Films http://www.macgillivrayfreemanfilms.com/site/

Submit your entries to “The Blue Ocean Film Festival” by April 30, 2012. http://www.blueoceanfilmfestival.org/filmcompetition.html and mark your calendars September 24-30 in Monterey.

Look for my stories during the lead up to Rio +20 at http://www.CSRwire.com

Mark your calendar for the World Energy Forum, Dubai, October 22-24, including an earthshaking concert on its eve. This may become the most historical event in energy history, as a guest of the green Sheikh Mohammed bin Rashid Al Maktoum. He and the President of the World Energy Forum, Dr. Harold Oh (see invitation http://www.wef21.org/?q=node/245 ) will host world leaders, heads of states, energy ministers, business leaders, mayors, policy makers, scientists, economists, ngo directors, and innovators, in a monumental World Energy Forum to honor the UN’s 2012 year for “Sustainable Energy for All.” Inquire about interesting opportunities for you at what the industry is calling the “Davos of energy” at [email protected]