Ethical Consumption and Media

SE-charity

We just finished a media scan and analysis of Swedish media for a client and found a strong trend in how charities are advertising in mainstream fashion and lifestyle magazines. The visual communication is appropriating distinctly commercial features with references to famous brands such as IKEA (Save the Children) or famous fashion photographers like Richard Avedon (Stockholm’s Stadsmission). This new upsurge in charity ads make us ask whether this is due to the economical crisis; if it is responding to a higher demand for ethical consumption; or if charities are simply becoming more media savvy?


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