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 Posté le: Lun Sep 30, 2013 7:59 pm Sujet du message: Cause célèbre |
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{Cause célèbre}
Tom Shepansky, owner, Rethink CommunicationsBy Noa GloubermanTue Nov 27, 2012 12:01am PSTThe advertising industry has a unique edge when it comes to philanthropy. In addition to cutting cheques for charity, many agencies do pro bono work, donating their time and expertise to help raise awareness for worthy causes.“We’ve always believed in using our creativity to give back,” said Rethink Communications owner Tom Shepansky. “Non-profits don’t always have the resources to develop ideas that will help them raise attention, so we donate the services that enable them to do so in kind.”While Rethink often chooses “groups that have been turned down by other agencies because they’re too controversial,” staff members are encouraged to nominate causes that touch them personally. “It’s certainly not top down,” Shepansky said. “Our team gets to have a hand in supporting things it feels passionate about, which goes a long way to fostering a positive culture within our company.”Last year the agency designed a unique campaign for the Alzheimer’s Society of BC – as Alzheimer’s has affected several employees’ families. To encourage registration in the society’s annual Walk for Memories, Rethink installed a 30-foot “Memory Wall” in downtown Vancouver. The wall was covered in sticky notes – printed reminders to participate in the walk – arranged to form the word “Remember”; as passersby took the notes, the wall slowly dissolved.“Our goal was to do something that not only encouraged people to join the walk but also stood as a symbol for the memory loss experienced by Alzheimer’s sufferers,” said Shepansky. “We wanted to put our best foot forward rather than just do the standard thing. Doing creative work on causes we have a lot of heart for inspires us to think outside the box.”Giving back also means getting creative at DDB Canada. In addition to pro bono work, not to mention reduced rates for certain not-for-profit clients, the agency’s annual Share DDB art crawl and auction,[url=http://www.moncler-sale.org]moncler down jackets[/url], which originated in its Vancouver office,[url=http://www.moncler-sale.org]moncler on sale[/url], has become a national initiative that’s raised more than $86,[url=http://www.moncler-sale.org]moncler outlet[/url],550 for charity in the last six years.“Share DDB is a silent auction of creative endeavours produced by staff, clients,[url=http://www.moncler-sale.org]discount moncler jackets[/url], suppliers, family, friends,” said Lance Saunders,[url=http://www.moncler-sale.org]moncler outlet[/url], executive vice-president,[url=http://www.moncler-sale.org]discount moncler jackets[/url], managing director, DDB Canada/Vancouver. “Bidders can expect to take home anything from paintings to children’s stories to baked goods. Everyone’s encouraged to make something and contribute.”The event, Saunders explains, evolved from the company’s desire to celebrate creativity across its departments, not just those known for coming up with cool designs and compelling copy. “People all over the agency contribute to our creativity, and we wanted to showcase that.”He points to an item that had bidders all abuzz at a past Share DDB event: a piece made entirely of tape by an account supervisor. Then there was the pillow that “could have come from a Yaletown boutique,” sewn by a talented member of the communications team.The best part,[url=http://www.moncler-sale.org]moncler sale[/url], however, is the money raised. This year’s auction, held November 21 at Main Street’s Heritage Hall, benefitted two worthy causes: the Greater Vancouver Food Bank Society and the James Lee Foundation.“We tend to choose charities that are local but smaller in nature, in order for the money to have a real impact,” Saunders said. “The food bank is … a great cause, and the James Lee Foundation gives us an opportunity to contribute back to our own industry, since it actually awards scholarships to new creative talent entering the industry.”Other advertising agencies interested in helping fellow creative types may wish to include the National Advertising Benevolent Society (NABS) in their philanthropic plans. The organization supports Canadian marketing and communications workers facing personal, career and family challenges due to illness,[url=http://www.moncler-sale.org]moncler on sale[/url], injury, unemployment or financial difficulties.“NABS is fully funded by the industry, and it’s people in advertising and communications, media and production people … that have the opportunity to be served by NABS,” said Andrea Southcott, a partner at Vancouver’s Southcott Strategy Inc. and an industry veteran with over 20 years of experience.The organization provides a 24-hour helpline,[url=http://www.moncler-sale.org]moncler sale[/url], counselling services and financial support for industry members. NABS, said Southcott, “really makes industry folks who benefit from its services feel there’s someone that cares, and that makes a big difference.”There’s a big commitment within the sector to support NABS through various fundraisers, including golf tournaments,[url=http://www.moncler-sale.org]moncler down jackets[/url], a media sale and the Lotus Awards, which celebrate British Columbia’s advertising community and make a contribution each year. Many agencies do their own internal fundraising events, as well, as NABS continues to be an important resource for their employees.“The industry in B.C. is different than it was years ago, when you could count on employment,” said Southcott. “These days, a lot of agencies are working on lean margins; they may be under pressure, financially, and unable to provide people with the same kinds of extensive benefits that were once available.”The cyclical nature of the business, she adds, is such that “layoffs can be sudden and random; for example, when a company loses a big client. There typically aren’t any pensions or extensive safety nets available, so having an organization like NABS there to support people when they’re in trouble is extremely helpful.“It’s important for us, as an industry, to contribute to this kind of organization,” Southcott concludes. “We may be competing for business at times but, at the end of the day, we really need to help each other out and support each other.”Tags: DDB Canada, Greater Vancouver Food Bank Society, National Advertising Benevolent Society, advertising, Andrea Southcott
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