Tag Archives: communications

Women's March Antarctica

Resistance is fertile. Especially on social media

Last week, a single tweet from the Antarctic gained 9 thousand retweets in just a few days. Data scientist Linda Zunas organised an Antarctica march on Saturday 21 January as part of the global Women’s March.

Zunas’ tweet shows a photo of her colleagues on board their expedition ship, preparing for the march.  Each of them holds a placard with a message: “Men for the earth”, “Save the planet”, “Seals for science” or “Penguins for peace”.

Zunas’ photo neatly sums up the diversity of voices that the Women’s March came to represent. It was a phenomenal protest, spreading across 7 continents and attracting more than 2 million people (some estimates say 4.8 million). And it was all started by an Hawaiian grandmother who posted an idea on Facebook back in November 2016.
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Meaning 2015 audience

Is your social purpose more than skin deep?

There’s a lot of it about.

In January, Edelman’s Trust Barometre said the UK was at an all time low in terms of public trust for charities, NGOs, business and media. The PR giant recommended companies demonstrate clear personal and societal benefits, and behave with integrity, in order to build trust.

In February, the PRCA ran a packed-out event, Should Brand PR Have A Higher Purpose?, where the likes of Coca-cola and McDonalds argued that social purpose was core to their business strategies. (There’s a good write-up on Gorkana by the panel chair, Ruth Allchurch.)

In June, I went to the launch of Reclaiming Agency - a report on the future of advertising. The report concluded that advertising creatives should start using their collective nous to address sustainability, inequality, poverty and other big social issues facing the world.

Not to be outdone, in September, marketing and media industry bible The Drum relaunched with a brand new strapline: How Marketing Can Change The World.

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