How Advertising Will Heal the World and Your Business

1/10 May 25th 2011 Free download on Letsheal.org

Research* in 16 countries (n = 24,000) shows: The consumer’s universal search for meaning calls for a new type of brand and company Letsheal: Only 16% are NOT actively Free download searching for a significant life on Letsheal.org * For results per country please see the research and press releases on www.letsheal.org. The research was independently verified by an advisory board consisting of Professor Dirk Salomons, director of the Program for Humanitarian Affairs at Columbia University’s School of International Public Affairs, in New York; Robert van Ossenbruggen, marketing research methodologist and Hans Lingeman, founder and researcher at Winkle Research. The research was conducted in the fourth quarter of 2010 in the 15 largest economies as measured by total GDP in 2009, plus Belgium.2/10

People are waiting for brands to help them help others Letsheal: 74% of people interpret “helping others” as their meaning of life Free download on Letsheal.org3/10

“Meaningful Prosocial Brands” help fulfill a basic, strong and growing need: the need to live a meaningful life. Letsheal: 64% of people surveyed said it makes sense to buy so called Prosocial Brands over normal brands. Free download on Letsheal.org4/10

Meaningful Prosocial Brands go beyond conventional CSR and use their marketing power to engage target groups and help them to help others by tackling societal issues. 68% of people would prefer to work for a meaningful company Free download on Letsheal.org5/10

What do we care about? 1. Health The universal top 3 2. Nature/environment 3. Children’s rights 66% want to do more for others. But lack time, money, inspiration and energy. Free download on Letsheal.org6/10

Just imagine what would happen if even a fraction of the US $450 billion spent annually on advertising, instead, went into prosocial marketing? Only US $6 billion needed for global implementation of malaria-control interventions Free download on Letsheal.org7/10

Fake attempts to create Prosocial Brands, those driven mainly by the profit motive, are hard to spot. That’s why: “Companies should leverage their core competencies for the prosocial cause instead of just writing cheques”* * Matthias Stausberg, Head of Public Affairs & Media Relations and Spokesperson United Nations Global Compact Free download on Letsheal.org8/10

Make this world a better place, win a Nobel Prize, and sell more. Letsheal: Which brand will be the first to win the Nobel Peace Prize? Free download on Letsheal.org9/10

Never before have ceos, marketers and advertising professionals had such a clear and straightforward call to change the world. “Soon, kindness will be a global brand, bridging the chasm between compassion and commerce, and prosocialism will carry the day. Mark Woerde and his 24,000 friendly people have brought a new ethical dimension to the world of advertising!” – Professor Dirk Salomons, Director of the Program for Humanitarian Affairs at the School of International Public Affairs, Columbia University. “Mark Woerde shows how to use power of brands to make the world a better place - one of the most inspiring books I know!” – Kate Roberts, Founder of YouthAIDS and Five & Alive, Vice President PSI.org and “Young Global Leader of the World 2007” by The World Economic Forum. “Here’s a book that might help you look your children in the eye. People are looking for brands to positively contribute to society and they’ll vote for them with their money. It turns out you can make money and make a difference at the same time.” – Craig Davis, Chief Creative Officer Publicis Mojo Australia and New Zealand, Ex-CCO JWT worldwide, Founder of Brandkarma.comLetsheal.org Please visit letsheal.org to download and SHARE the free E-book and Research Report. Letsheal.org is an Amsterdam based independent non-profit organization aimed at providing insights in how to transform brands into Meaningful Prosocial Brands.10/10

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How Advertising Will Heal the World and Your Business

by Letsheal.org on May 25, 2011

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How Advertising Will Heal the World and Your Business — Presentation Transcript