We believe Advertising for Good should be

Believable

Its content is relevant within the company core business

Ethical

Is based on environmentally socially responsible behaviors of the company

Impactful

Can produce a real change: it’s measurable through social environmental indicators

Nurturing

Is focused on the needs of Others

Transparent

Enables all the stakeholders to see through the company’s decisions.

Educational

Allows the consumer to have all the info to make conscious purchasing decisions

Loyal

Shows a constant support to its selected relevant causes

Long-lasting

Is committed for the long-term achievement of the goals

Inclusive

Respectful of all humans, avoids discrimination

Genuine

Built in (not bolted on)

Encouraging

Is meant to reduce the intention to action gap

New

Dares the status quo

Trendy

Makes sustainability exciting
Makes sustainability awesome
Makes sustainability incredible
Makes sustainability extraordinary
Makes sustainability phenomenal
Makes sustainability impressive