Lesson 1
Communicating ethically
updated on
16/10/2023
For many forms of media and communications, the purpose of creative messages is not just to sell products or services: they can be used to bring about positive change, inspire individual and collective action, or campaign for important issues.
Communication can be a force for good
How can we communicate differently?
Creating a cut-through
Creating a cut-throughThe concept of “cut-through” is the ability to attract attention in a particularly busy or fast-moving media environment. To stand out from the crowd:
- Ramp up your creative efforts;
- Avoid information overload;
- Stay true to your values;
- Communicate responsibly.
Working with peers
Working with peersToday, many agencies are dedicated to responsible and ethical communication. They form alliances and cooperate within global networks.
Calling on one of these networks, or even joining them, has a number of advantages:
- Take advantage of their experience and valuable advice;
- Share and benefit from information and intelligence;
- Work together on current projects and issues;
- Improve your impact by working together.
