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Your Move, Social Responsibility
By: Dwayne W. Waite Jr.
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There have been conversations off and on for the past couple years about whether people in our nation are truly altruistic, proactive people. There have been studies, talks, debates, and campaigns about this very topic. Advocates for cause marketing would lean to the affirmative. People, cause marketing advocates would say, would want to stand for something not because it is something to do, but because it is the right thing to do. Is that really the case? Perhaps. The green movement has died down substantially, but is it due to the overhyped efforts to "be green" or were people misled? Hard to decide.

One aspect of social responsibility that has been at the forefront in the United States is healthcare and health awareness. Plenty of studies have concluded that much of the emergency room care Americans receive could be prevented by being socially aware and taking proactive steps. It's clear that when the government comes to that conclusion, Americans aren't too keen to accept the facts at face value.

But will they believe AdLand?

Ogilvy Public Relations has just launched OgilvyEngage, a group focused on changing consumer behavior in order to help consumers act socially responsible when it comes to public health and safety.

It remains to be seen if this new practice will actually have enough clout to change consumer habits, or if this is just a matter of a large organization posturing to be looked at as a thought leader.

In the article by PRNewser, there is a SlideShare presentation that the new leader of the group and others from Ogilvy & Mather put together that served as the foundation of the group.

Read it for yourself and tell us what you think.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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