Marks and Spencer Takes the Ethical High Ground
……….and makes the most of cheaper media
Marks and Spencer is keeping ethical top of mind by launching an advertising campaign reinforcing its £200m ethical plan and chiding rivals for giving up on "fashionable" eco-policies due to the recession.
The national press and digital campaign, called "Doing the Right Thing", includes a "manifesto" press ad outlining the key tenets of its £200m five-year ethical trading initiative, called Plan A.
M&S's eight-point manifesto ad ends with the line: "Above all, doing the right thing is doing it today, because our planet can't wait until tomorrow."
Smaller print in the ad argues that "helping the planet can't be put on hold when times are tough".
"Without being specific there are plenty of companies that have jumped on the bandwagon but have not really committed or are [not] delivering," said Steve Sharp, executive director of marketing at M&S.
Some of the companies M&S is referring to are probably featured in this fun and revealing BBC3 documentary.
Meanwhile there is still plenty of unsubstantiated chatter about consumers loosing their ethics.
Media News & Events and Letters
Media Update.............Ben Webster has been appointed Environment Editor of The Times
Media Request
MEDIA OUTLET: Period Living (editorial request)
MEDIA TYPE: Consumer Press
JOURNALIST: Linda Clayton (freelancer)
DEADLINE: 10-July-2009 17:00
QUERY: am finalising my eco feature for period living today and we've
decided to add a decorate spread - so am looking for cushions, throws,
pots, wall coverings, vases etc etc made from eco materials. The only snag
is that the shots have to be really yummy and preferably with a traditional
or period feel...so for example cushions on a louis XVI chair, or vases
above a georgian fireplace etc....
Am also lacking images of renewable energy products such as solar panels,
wind turbines etc.
HOW TO REPLY:
Email: mailto:info@lindaclayton.com (preferred)
Maximising General Events
Today is Green Britain Day which was instigated by EDF energy. This doesn’t seem to be working out too well for them from this article
. However, generic days are a great way to focus media attention on issues, when you know these day are coming up you should prepare relevant press information and get this out to relevant media in good time. Journalists prefer to quote a number of sources and examples rather than just one. Time to get thinking for Organic Fortnight.
Letters
A letter is another great way to get your message across. If you read an article that strikes a cord with you – pick up a pen or bash that keyboard. The article mentioned earlier which appeared in The Guardian, received quite a number of responses.
An Event
Summer’s here and it’s Festival time.
Pull on your eco wellies and check out The Guardian’s Top Ten Summer Eco Festivals.
Goodworld Communications
We hope you found this edition of Media Matters useful. Goodworld is an ethical communications agency designed to help organisations with a cause have their message heard widely through strategic communications. If you would like to discuss you communications needs, please email or call us.
August is for holidays and relaxation so we will be taking it slightly easier and Media Matters will be back in September.
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