EthicMark® Awards – for Advertising that Uplifts the Human Spirit
By Robyn Taylor Knapp
The winners of the 2013 EthicMark® Awards for advertising that “uplifts the human spirit and society” will be announced in late October at The SRI Conference. EthicMark Awards recognize socially responsible advertising and media communications by both for-profit and nonprofit organizations.
According to the Center for Media Research, advertising is a $500 billion global industry, half of which is accounted for by the United States alone. There are numerous advertising associations and dozens of industry awards; however, EthicMark is currently the only award where the focus is on socially responsible advertising. EthicMark is setting the standard in ethical advertising by demonstrating the power of media campaigns to further both legitimate private interests as well as a broader public interest.
Nominations are reviewed by a distinguished Judges Panel of advertising, marketing, ethics, and business professionals. The nominated ads are drawn from campaigns all around the world. The winning ads must portray and reinforce healthy lifestyles, personal development, community life, social responsibility, the environment, sustainability, human rights, and sound labor practices.
EthicMark is unique in that the company or organization behind the ad must promote and demonstrate socially responsible practices. Last year TOMS won the EthicMark Award in the for-profit category. Its One Day without Shoes 2012 Trailer builds on its business model of giving one pair of new shoes to a person in need for each pair sold. The video encourages people to go barefoot for a day to raise awareness about the less fortunate.
Hazel Henderson founded EthicMark in 2004 and donated it to the World Business Academy in 2008. Today, she is co-chair of the EthicMark Advisory Board along with Rinaldo Brutoco, Founder and President of the World Business Academy. Their vision is a world in which advertising calls for a higher role grounded in ethics, promoting products that are good for the triple bottom line of people, planet, and profit.
Winners of the 2013 EthicMark Awards will be announced during the 24th annual SRI Conference, October 28-30 at The Broadmoor in Colorado Springs, Colorado. The SRI Conference, the largest and longest running event of its kind in North America, is produced by First Affirmative Financial Network in service to investors and investment professionals working to direct the flow of investment capital in a more positive, healthy, transformative way—toward a truly sustainable future.
Posted: September 9, 2013