The communication sector goes green – CSR > Marketing Green

Officially launched on February 1, the Positive Impact Communication Observatory aims to promote ecologically virtuous campaigns. The first visible actions are expected for 2024.

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This is the beginning of a concrete transformation. On the occasion of the fourth edition of the Giverny Forum, the first annual CSR meeting, the “Communication, engine of sustainable transformation” working group proposed the creation of an Observatory of communication with a positive impact. Proposed by François d’Aubert, president of the ARPP Endowment Fund, Mercedes Erra, president of the association for actions in the communication sector, this initiative is supported by the Union des Marques and hosted by the ARPP Endowment Fund. Recognized CSR experts will soon join the founding team.

The prize for CSR campaigns

The idea is to promote good communication practices, committed and with a positive impact, in order to accelerate ecological and social transformation of our country. The perimeter of the Observatory will extend to all French media and will cover commercial and advertising communication as well as corporate communication, on societal and environmental issues. The analyzes will focus on campaigns for the general public, whose level of investment and level of audience really have a leverage effect.

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Each year, the Observatory will promote its work through two highlights. There publication of a report which will promote the most responsible campaigns, based on the relevant axes of the Climate Contract, by adding the societal dimension (diversity and inclusion). The first report will be published at 1st quarter 2024. The Observatory’s assessments and initiatives will be based on the work of the Union des Marques (FAIRe programme) and the communication sector (Kantar initiative). Another highlight, “The Water Lilies”, trophies for communication with a positive impact. This event will aim to promote virtuous advertisers and strengthen the community of committed companies. Several categories will be determined by the strategic committee and a jury will be composed of members of the strategic committee and qualified personalities. The first awards ceremony will take place in the 1st quarter of 2024 in order to cover the campaigns from January 1 to December 31, 2023. The Observatory will be in contact with the State Secretariat for the Social and Solidarity Economy and Associative Life, the Ministry of Culture, the Ministry of Transition Ecology and Territorial Cohesion and the Ministry of Economy, Finance and Industrial and Digital Sovereignty.

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