Making value-based communications solutions available to the growing numbers of ethical businesses is all part of a long-term strategy to encourage ethical communications in the mainstream
London based communications agency, Ethical Media, widely known for its marriage of business and creativity with social and environmental principles is pioneering the evolution of communication towards innovative, value-based solutions. All part of the company’s long-term strategy to shift the mainstream towards an ethical approach to media and communications.
Marco Kuntze, business development director explains: “Traditional communications professionals use their creative talent and expertise to make people want things. Ethical Media does the same, but only on behalf of organisations which have a positive effect on society and the environment – offering things that people really do need. The key to this is knowing how to communicate the wider value of these goods and services in a way that audiences will respond to favourably. This is our speciality, and we call this values-based communications.
“…and because we share our clients’ commitment to positive social change; we are much more passionate about finding the right creative solution. Basically the knowledge and expertise is underpinned by a real desire to help our clients succeed. For example, as an environmentally conscious person how could I possibly get excited about promoting a big dirty, gas guzzling car? But a nice clean electric car is a different story!” concludes Marco.
Since its inception four years ago Ethical Media has been applying this approach to organisations that have not previously had access to this level of creative communications service. This has included social and environmental businesses, local government and NGO’s such as The Laundry, Trade Justice Movement, SustainAbility, and Forum for the Future.
Ben Maxwell, founder of The Laundry, a recycling initiative for small and medium sized businesses in London, had this to say: “Ethical Media were instantly on our wavelength with a full understanding of the environmental and social issues involved in The Laundry, which led to a very strong, creative working relationship from the outset.
“We have witnessed Ethical Media set a new precedent for the whole of eco/sustainable design, shaking off the legacy of dull, guilt based communications and introducing a fresh, fun, appealing approach – a groundbreaking achievement.”
On another project, Ethical Media’s work with the Trade Justice Movement (TJM) demonstrated grass roots democracy in action by using innovative online technology.
Glen Tarman from the Trade Justice Movement says: “working with suppliers who care as passionately about our cause as we do makes all the difference in ensuring we have the right products to meet our needs. Ethical Media delivered a web tool to connect trade justice campaigners that helped us achieve the biggest simultaneous lobby of MPs this country has ever seen.”
Ethical Media are the communications Zeitgeist and have worked hard to develop the range of skills and services, which the new breed of responsible businesses require to succeed.
Ethical Media has developed a strict ethical policy, putting ethics at the heart of their business and their approach. Currently under revision the 2003/2004 Ethical Policy will be available to potential clients, suppliers and collaborators in a booklet format or at www.ethicalmedia.com by the close of November 2003.
Following this policy means the team takes care to minimise their consumption, to buy from renewable sources and to minimise their waste. Journeys are undertaken by bike, train or on foot, stationary is bought from recycled supplies, electricity is green and rubbish is carefully sorted and recycled.
To learn more about Ethical Media or pre-order a copy of the ethical policy log onto www.ethicalmedia.com or contact Marco Kuntze on 0207 833 8825.
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Kat at Authentic PR on:-
07901 701 334 / 01225 833 942 / kat@authenticpr.co.uk