TAILIEUCHUNG - Advancing Sustainable Lifestyles through Marketing and Communications

This campaign would then be expanded upon by celebrity advocacy. Roberts had seen the power of celebrities – from musicians to actors – in her corporate work. They had the ability to generate passion amongst their followers, generate buzz in the media and attract donors. She believed she could work with diverse celebrities across the celebrity structure and harness this incredibly powerful marketing tool to promote YouthAIDS to a broad audience. American actress Ashley Judd wrote: “That was her (Roberts) genius: instead of imposing an American idea of what was hip and sexy, and. | United Nations Environment Programme Advancing Sustainable Lifestyles through Marketing and Communications ut pies Acknowledgements Producer This report has been produced by UNEP the UN Global Compact Office and Utopies. Editor This report s content has been written by Stanislas Dupré Utopies with the support of Utopies Jérémy Sauvage Thomas Dupal Elisabeth Laville Rémi Deveaux Anne-Laure Marchand Valérie de Robillard Miora Ranai. UNEP Solange Montillaud-Joyel Cornis Van der Lugt Bas de Leeuw David Schweizer Rahim Valli. Global Compact Office Gavin Power Matthias Stausberg. Designer This publication has been designed by Franck Covin UNEP and Leo Peskett Futerra in cooperation with Mathieu Badimon Utopies. Pictures Philippe Zamora companies studied Veja fairtrade shoes cover page . Contributing companies We want to express our thanks to all Global Compact participants which contributed to the report through interviews and insights on their campaigns and strategy. To be able to focus our analysis on some topics and some sectors and sometimes due to lack of information we did not include all the cases submitted by companies in the report. This choice does not express a judgement on the quality of their related practices. Review Panel Our thanks go to the Review Panel for its constructive comments Irina Danada Consumers International Eivind Hoff WWF International Tim Kitchin Glasshouse Partnership UK John Paluszek Ketchum USA Elizabeth Pastore-Reiss Ethicity Aegis Media France Solitaire Townsend Futerra UK Limits of the report according to the Review Panel The Review Panel s members have been asked to express their views on potential omissions and bias based on a draft version of the report. They considered that the report Put too much emphasis on price and functionality of green products as barriers to sustainable consumption and lacks analysis of status and habits barriers which present greater opportunities for marketers Futerra . Consumers International stressed .

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