Description

Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand's corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters--Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment--it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility.