Good Stuff

Hello I am the weather - new catchy climate communication

The new Danish Ministry of Climate and Energy has taken to innovative communication measures to make climate concerns a more emotional and personal concern of the Danish citizens. The ministry hired 10 prominent Danish poets to each write a poem about the weather and climate. Besides the theme, the poets had complete artistic freedom.

How bold and fun of a governmental body to team up with artists to get a message through. Granted, poems are not the highway to a broad Danish audience, but the concept has made a lot of noise - and I will definately rush out to get a copy. If nothing else, I think the title rocks: Hallo jeg er vejret / Hello I am the weather. Sweet.

Unrefined philanthropy?

Philanthropy. In my world, it isn't always a good thing. Understanding philanthropy as an art of giving surplus money to people, projects, places in need,  it doesn't measure up to the more refined ways of contributing to a better world. Well, at least in a business perspective, philanthropy is the easy way out, when you want to create social value. It's quick and easy to communicate, and the causes you choose for your generous donation are grateful and happy - for the present you gave, and for the fact that it doesn't include any interference from you; the donor.

It's almost too easy! For all parts. So the hardcore CSR engaged companies work with more demanding aspects of being socially responsible and active. For example through engaging in partnerships with the social causes; the NGO's. Of course, many partnerships also have a certain element of philanthropy in them - donating time, money and products to the NGO partner. But most companies who engage in business-NGO partnerships, consider philanthropy less efficient than partnering up to solve core business issues or working with advocacy and awareness ("Business Guide to Partnering with NGO's and the UN; Dalberg).

Hear, hear. I love it, that business and NGO's come together to solve "core business" issues together, with all the toil it takes to find common ground and new ways of adressing problems and creating solutions. And I absolutely cheer the growth and innovation this may create. ... So I am one of the ones patronising philanthropy a little.

But I don't like being arrogant like that. Which is why I got exited about this new initiative spotted on PSFK; school classes on philanthropy in a rich UK private school. "We are helping [the school children] to realise they have responsibility beyond their own self-interest", the Headmaster says. The school teaches the children how to grow money, and then how to choose a charity they find important, to give the money to. It is simple and quite beautiful. And it's no different than the I-give-you-take logic that I, in my academic approach, find so unrefined.  But I'm sure it leaves the children with a new understanding of all the needs they can address through supporting all the idealist people out there, who are already working hard for worthy causes. It is about learning the greatness of giving. It makes me remember, that there is already an abundance of people out there helping this world. And sometimes we don't need to be all inventive and involving, but just to be giving. To what is already there and needs our help.

Anyway...I still think they should supplement the philanthropy classes with a hint of partnerships, an ounce of innovation and several spoonfuls of social entrepreneurship.

Re-skilling

This post from Russell Davies really captured my imagination.

The whole idea of the world becoming a place were we might need to re-learn a lot of forgotten skills seems a little daunting. In this era built on cheap-oil we've become so used to the idea that if something doesn't work, you simply replace it. Clearly, this mentality simply isn't going to see us through. At some point we're going to run out of options and start re-thinking the way we consume. I think Russell is right in pointing this out. I too have had a nagging feeling about this.

I have had similar feelings about the skills I'm going to be able to pass on to my kids. I can repair a puncture though! That's about it.

However, when I'm feeling depressed about my lack of skills in this area I try and look at it from another point of view.

The kind of enormous change we're talking about here will also require thinkers - ideas. Although I do believe things might get pretty rough and necessity will replace aspiration in many cases, I do not believe people will instantly forget about brands. They'll still want brand experiences and they still identify themselves with interesting concepts. How, for example could you make it cool to repair your television or sofa? Might it become more of a statement not to buy something in the first place and how might we brand this?

Russell, has previously blogged and talked about delivering brand experiences without delivering a product. I can see there's lots of scope for really exciting stuff here.

Actually, the sort of challenges that lie ahead of us represent a brilliant opportunity for people like us.
We have the opportunity to be radical. We have in fact the opportunity to wipe the slate clean and re-design life and the role brands have. Now there's a creative brief.

I am feeling better about my poor carpentry skills already.

More interesting graffiti

Via PSFK

Brand Multiplicity

There's a really interesting debate going on here which tackles the issue of seemingly contradictory brands co-existing under one corporate roof. The example they're talking about is Unilevers famous and brilliant Dove campaign, that happens to share the same corporate home as the equally famous and brilliant Axe/Lynx campaign.

It's a fascinating subject.

Piers Fawkes had this to say on the subject:

"I think that we're moving into an era where you're not going to be able to have companies with brands with such opposing values. People want to work with (buy from) companies that have values that they adhere to. That's why Method has taken such a swipe at Unilever's soap market.

I don't think consumers are demanding that Unilever changes. They're just getting informed: The transparency of this digital age shines a light on Unilever and the company is left looking like it's just another marketing company. We're left understanding that Axe and Dove aren;t seperate companies that Unilever owns (and therefore may have some reason to act differently) - just different departments on different floors in the same grey building. And no one really wants to work with a marketing company."

Personally speaking I tend to agree, although ultimately, it will be the people that decide. It seems to me that when a brand like Dove takes such a moral stance then then the corporate brand needs to have their house in order otherwise they end up looking foolish. Suddenly the whole marketing thing looks a bit thin.

On a personal level, I have never been able to face eating a Quaker Oats Company product since the Honey Monster appeared in a sugar puffs commercial dressed in a Newcastle United shirt!

Good thinking IKEA

IKEA in Holland have devised a way to get people enthusing about re-decorating their homes with one eye on their bank balance. They organised a furniture swap. I think it says all the right things about IKEA. By initiating such a scheme they're being practical, creative, modern, ethical, and interesting all at the same time! Another example of brand building with out a 30 second TV commercial in sight. Or put simply, doing rather than saying. I love it.

Via Springwise

Christina

New week, new year, new people. Person to be more precise. Christina Berg Johansen joins us here at The Aid Agency Global headquarters this week strengthening our strategic and analytical capacity. She joins after a period as a Corporate Fundraiser with Danish charity Folkekirkens Nødhjælp. Prior to this Christina worked as a Communications Consultant at Kofoeds Skole. She holds an Master of Public Administration (MPA) from Copenhagen Business School and MA in Film and Media from the University of Copenhagen, specialising in Value-Based Communication. Needless to say, she's a very nice person.

Green starter kits from Greensender

I must have missed this first time around but thanks to one of those 'ten best ... of 2007' lists I noticed it.

It's a business putting together green starter kits. I like the idea and it's cleverly put together. The whole idea of grouping these products is really appealing both from the users point of view but also from the manufacturers end. The sum is much greater than the parts. Oh, and it's much more energy efficient. Shopping online is great idea if you want to educe your carbon count as Tao Oliveto points out.

Springwise put it like this:

Most of us realize there are changes we should make in our lives to become more environmentally friendly, but overcoming inertia and actually doing it can be another matter. Now a few different companies offer starter kits to help make those changes happen. Greensender, which just launched in October, sells green gift boxes designed to help people start embracing simple green practices. Each Greensender box contains a reusable aluminium water bottle, a reusable organic cotton grocery bag, an energy-efficient compact fluorescent light (CFL) bulb and an organic cotton T-shirt—all selected for their easy integration into people’s everyday lives, Greensender says. Prices are USD 49.99 for the Big Greensender Box or USD 39.99 for a version without the T-shirt; individual items are available separately as well. Logo-emblazoned versions can also be purchased for corporate or event purposes, and New Jersey-based Greensender donates at least one percent of its sales to 1% For The Planet.

Quite a nice little idea and a twist on another trend Springwise are calling Tryvertising.

Happy New Year

Nice to be back in the office after a nice little break. Looking forward to all the challenges that 2008 holds. Was about to write a long Queen-like speech about but realised just in time that I am in fact a little too busy and don't have time right now. Queen like speech to come later. Must get on with more pressing matters.