Is Ethical Advertising Finally Gaining Traction?

Jay Owen Trendspotting, The Blog

Update: Since this article posted, I have been contacted about other positive advertising awards. The Cannes Lion Grand Prix for Good and the D&AD White Pencil are social awareness awards within their larger fields of awards. Agencies submit packages, many with multi-media components, corporate clients and global reach, which creatively highlight noble and often beautiful campaigns.

The Tribute recognizes advertising agencies “committed to lend their creativity and services to organisations and the causes they defend” with a wide range of international “Favorites” in Planet, Solidarity, Violence and Education categories. Like the EthicMark®, welcomes public input: ActReponsible via public voting and the EthicMark® via free and open nominations from anyone, whether fan, judges panel, advertiser or advertising agency.

The expansion of issue specific awards is terrific. Whether identified by the audience or the creative teams, spotlighting the positive influence of advertising is a powerful message to the advertising industry at large.  ~  Rosalinda Sanquiche, Executive Director, Ethical Markets Media

Is Ethical Advertising Finally Gaining Traction?

Setting the standard is the EthicMark®, originally designed as a single award for advertising that uplifts the human spirit and society and which has transitioned into multiple awards for “Advertising Uplifting Potentials for Our Human Future,” better reflecting our aspiration for advertising to fulfill its wider role of educating for personal development and sustainable societies.

According to the Center for Media Research, advertising is a $500 billion global industry. Of that, half is for advertising in the United States. The U.K. has 13,000 companies in advertising generating £6.2 billion annually.

There are many advertising associations and dozens of awards for advertising. Some are even issue specific such as the Women’s Image Network Awards. None give awards whose sole focus is on socially responsible advertising. Hazel Henderson, founder and president of Ethical Markets Media, is also the founder of the EthicMark and co-chairs the Executive Committee with Rinaldo Brutoco, president, World Business Academy, its lead co-sponsor.

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