The power of 0.5%
Advertising can effect extraordinary behaviour change for commercial benefit. But what about for the benefit of humanity? To encourage the human behaviours we need to live better and to treat each other with a little more respect and dignity.
What if our collective creative abilities were combined with the power of prime-time media to sell good behaviour?
What if 0.5% of global client's media spend was pooled for this purpose. So that unbranded messages for good could be broadcast, printed, promoted and pushed with the same power as those with a call-to-action and a price.