The sustainable lightness of communication

for a sustainable communication

Marco Benna

What does it mean sustainable communication

What does it mean effectiveness in sustainable communication

Communication sustainable lives in relation to a complex issue, not without issues also ambiguous and difficult to resolve. Sustainability covers four areas that affect most aspects of our social life.

Economic Social Environmental Cultural

Examples were chosen primarily in business field because their products are those that must change and promote change.

To start we should take two questions

bears falling from the sky

who needs it ? ...

•  the agency that he did ?

•  the association to be known ?

•  people to change ?

Communicating sustainability, effectively

Being sustainable, for environment and people

Building participatory environments, to choose and decide

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Building coherence between values and products, to be reliable

A campaign and a product of communication through these four carriers, become sustainable

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Is the spot "bears falling from the sky” effective ?

It is new and uses the shock, but may create attention away Indicates only the problem, and what we can do? Cognitively dissonant, we are not responsible

produces a new point of view Indicates behavior motivates change

Communicating sustainability, effectively

1

Campaign war in Iraq, the conventional technique

It is new and uses the environment, creates attention and awareness Intelligent creative solution, creates membership Indicates only the problem, and what we can do? It is welcomed by those who are already convinced

Communicating sustainability, effectively produces a new point of view Indicates behavior motivates change

Plug into the Smart Grid

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It is new, is an intelligent creative solution, shows the effect. Indicates the solutions but in general terms Involves, "shunter” effect, sensitizes Individually, it proposes partially

Communicating sustainability, effectively produces a new point of view Indicates behavior motivates change

2 Building coherence between values and products, to be reliable

www.eco-boudoir.com

The company builds a coherent communication between its values and message. The credibility gives credibility to the message It motivates change It directs the purchase and the new behavior It is commercial but produces a social effect

2 Building coherence between values and products, to be reliable

www.you4planet.it

The brand (Levissima) builds a community that involves the public, even if uncooperatively It informs and directs behavior The reliability of the company (Nestle) is affected by various legal actions The plastic bottle is a very environmentally friendly object Communication is commercial, but produces a social effect

www.nelmulinochevorrei.it

2 Building coherence between values and products, to be reliable

The brand (Mulino Bianco) creates a community that involves the public, with a cooperative approach It informs and directs behavior The realiability of the company (Barilla) is consistent with this statement It iscommercial but produces a social effect

Building participatory environments, to choose and decide

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Being sustainable, for environment and people 3

•  eco-friendly materials

•  low energy

•  designed at the stage of the joint