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creative for good

June 21, 2013



Here’s a big rule in communication and marketing:  it’s not ok to copy the creative campaigns of others.

However, this new initiative not only says it’s ok, but offers resources, case studies, and examples for anyone to borrow and implement. They call it “using the power of creativity to spark social change.”

The Creative for Good initiative wants to make successful social marketing campaigns (for example, public service ads that seek to affect societal change) widely available to smaller organizations that may not have the resources or budget to create sophisticated public service campaigns from scratch. The Creative for Good website is a repository or sorts, allowing visitors to peruse existing campaigns and download information on research, strategy, and creative to help implement the campaigns. Creative for Good features campaigns considered to have smart strategy, top-notch creative work, and impressive results. There are currently 60 campaigns housed on the site (take a look here) and they are accepting new submissions.


What are your thoughts on this? Do you see this as an opportunity for communicators to have a positive influence? Or do you think a widely-available database like this diminishes the communication industry?

Photos above are from campaigns featured on the Creative for Good website (Recipeace campaign and the People for People campaign) .

PS: You can read more about the initiative in the New York Times and Huffington Post.

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