They do the math...

REFORMATION

Reformation, the Los Angeles-based la-bel’s mission is to lead and inspire a sus-tainable way to be fashionable. Aside

from a “who we are” website page, strong hash-tag game (#jointhereformation) and a “sto-ries” tab on their website, the brand is skilledat spreading its eco-friendly messagevia its productpages. Each gar-ment has a dedi-cated “everythingyou always wantedto know about me”section called RefS-cale. This tells acustomer exactly what impact each gar-ment has on the environment, looking atcarbon dioxide savings, water savings andwaste savings.

In attaining our ideals,our meansshould be as pure as the end!

Dr Rajendra Prasad02 ECO WARRIORSStart ttodayfor aa bbetter

tomorrow Say ggoodbye: to theshower; use a bucketof water for your bathinstead; to air conditioning in bear-able weather. Use public transport.Reuse, recycle and upcycle things.Think twice before you shop. LoveEarth, go green. Now is the time totake steps. It’s never late to start.

MAHIMA TAHILIANI, class XII, Greets Public

School, Ernakulam

When wwe aarecool ddudes

and ddudettes, wwhyis EEarth ggettinghotter?In order to attract youth,this marketing campaign shouldwork. I would encourage students tovolunteer as climate changeactivists. When they gather points,they will get internships at NGOsworking for the environment.

SHREYA PARTI, class XI, PML SD Public

School, Chandigarh

A ssatiricalcomic sstrip,

on aanother sspeciesin PPlan-eet BB...This strip will make usaware of the environmentand how we are destroying it. Thestrip would be based on anotherplanet (called Plan-et B), whereinhabitants are given instructionsbased on real life incidents fromplanet Earth on what not to do.

PRAKRITI SHAH, class X, Podar Intl School

CAIE, Powai

What do Emma Watson, Pharrell Williams and Will.i.am have in common? They’re all strong advocates for thesustainable, eco-friendly use of products. But it’s not just celebrities who are waking up to the importance of lookingafter the world we live in. According to surveys, millennials have become the most sustainability-consciousgeneration and more importantly, they choose their brands carefully. Times NNIE reports on some brands which taketheir environmental activism beyond the ambit of retail

Striking where it matters

PURA VIDA BRACELETS

Is anyone listening

LUSH

The retailer is famous for fight-ing animal testing and usingeco-friendly packaging. How do

they spread the message? Through aforum of TV clips and podcastswhere philanthropic figures discussa wide range of topics – from Brexitto reverential ecology.

A lifestyle movement

RÊVE EN VERT

This online luxury boutique hasa very vogue “ethos” page on itssite, spelling out its three core

values – sustainable style, qualitywith conscious-ness and longevity.Rêve En Vert usesa strong welcomeemail to drivehome its ethicalstance, referring toitself not as a lux-ury label but a“sustainable fash-ion and lifestylemovement”.

Insta effect on planet Earth

PEOPLE TREE

The London-based sustainablebrand stands out for its socialmedia strategy, using channels

such as Instagram to spread the (sus-tainable) word.They have a pho-to-sharing cam-paign on Insta-gram, where peo-ple across theglobe can sharetheir eco-friendlystyle with one another using the hashtag:#lovepeopletree.

Sea-ing change

FINISTERRE

The retailer is recognised as a coldwater surf company. The sea-lov-ing brand won the ethical fash-

ion award in 2019 for its green fashion.Finisterre continues to fight for fash-ion that respects the environment.

Walking the talk

PATAGONIA

Founded in the 70s, outdoor clothing brandPatagonia has been ahead of the curve withits environmental activism. But Patagonia

doesn’t just talk to its visitors about what it, as abrand, is doing for the environment, it also takesto social media to retweet news and features re-lating to issues (e.g. global warming). Other waysit has managed to communicate its brand ethosto the rest of the world is by financially supportinggrassroots organisations.

Be a fashion recycler

H&M

Retail giant H&M is also doing its part tomake eco-friendly practices fashionable.In a recent email marketing campaign,

the store invited re-cipients to “be afashion recycler”by dropping off un-wanted textiles attheir local branch.The copy concludeswith a “read more”,which once clickedredirects to a fea-ture on its GarmentCollection Pro-gram, explainingits goal to “set outfor a sustainable fashion future” before delv-ing into how it works.

Marketing campaigns for theGreater Good

Another brand using email marketing as away to spread awareness about a goodcause is Pura Vida; Spanish for “pure life”.

How was the brand born?It started when two Cali-fornia graduates be-friended local jewellerymakers on a trip to CostaRica. The jewellery mak-ers were struggling tomake ends meet, so, thegrads bought 400 braceletsand sold them in SanDiego. Thus a retail busi-ness was born. Today,every bracelet is made by artisans in Costa Rica,ensuring full-time jobs for many. The brand man-ages to catch a recipient’s attention with abanner: Every bracelet you buy, helps a fam-ily with a meal!

The whole story begins with you!

WARBY PARKER

The eyewear brand is famous for its“buy a pair, give a pair” initiative.From the intriguing headline:

“The whole story be-gins with you”, it ex-plains their initiative– When you buyglasses, a part of themoney is donated tonon-profit partnerswho train people indeveloping countriesto give basic eye testsand sell glasses andeyecare to the un-derprivileged.

WHAT IS GREENMARKETING?Refers to selling products or serv-ices by highlighting their environ-mental benefits. Some call it eco-marketing or environmental mar-keting, while consumers recognisesuch brands by terms like “organ-ic,” “eco-friendly,” “recyclable,”or “sustainable.” The concept ofgreen marketing appeared as theafter-effect of the negativeimpact on our planet.

World Wide Fund ForNature: Frightening

vs. More Frightening-Advertising Agency: DDB&CO.,

Istanbul, Turkey

DeforestationContinues With The

Turn Of A Page-Advertising Agency: LINKSUS,

Beijing, China

Bird Conservation: If YouDon’t Pick It Up They Will

-Advertising Agency: TBWA\Hunt\Lascaris,Johannesburg, South Africa

Liking Isn’tHelping. Be AVolunteer.Change A Life- Advertising Agency:Publicis, Singapore

UN Women: Auto-Complete ShowsPerceptions OfWomen-Advertising Agency: Ogilvy &Mather, Dubai, UAE

Air PollutionKills 60.000People A Year-Advertising Agency:unknown

Advertisements creep up on us all the time – on TV, on social media and even on our airline tickets!

No matter how annoying we find them some adsdo compel us to take notice. And they leave

you with an impact that sets youthinking – about the issues that

the world faces

Every 60 Seconds a SpeciesDies Out. Each Minute Counts-Advertising Agency: Scholz & Friends, Berlin,

Germany

Deforestation And The Air WeBreathe: Before It’s Too Late

-Advertising Agency: TBWA\PARIS, France

The Right toChildhood ShouldBe Protected-Image credits: Erik Ravelo

Elm Grove PoliceDepartment:Slower Is Better-Advertising Agency:Cramer-Krasselt,Milwaukee, USA

Bangalore TrafficPolice: Don’t TalkWhile Driving-Advertising Agency: MudraGroup, India

Child Soldiers:It’s Not

HappeningHere, But It’s

Happening Now- Creative/Art director

Pius Walker, AmnestyInternational,

Switzerland.

I hhave ccreated ttwo bbanners ffor aa bbus, one with a QR code andone without; as well as a social media poster with a workingQR code. The poster makes it loud and clear that cruelty isindeed closing in and we need to act before it’s too late.RANVEER JAIN, class IX, HFS, Mumbai

(Left): A selfexplanatory banner (Below): Banner withQR code

We lead the climatechange conversation via

slogans, banners and marketing campaigns

ADSWILL CHANGE THE WAY

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