The green issue has been around for a while and yet green advertising is exactly that, green.
It hasn’t really evolved over the past 10 years.
And whilst consumers are obviously more aware of the issues, they haven’t really changed their behaviour that much.
Does the average person recycle enough?
Do they use their cars less?
The answer to these questions is no.
Take the new Energy Saving Trust Campaign for example.
It’s cute. It’s inoffensive. But it doesn’t tell me anything new.
It’s the same old message, delivered in the same old way.
Maybe we need to take a different tack with our approach to green advertising.
The tried and tested “positive messaging” that we see in the majority of green advertising may not be strong enough to engender a major behavioural change.
A stronger message may be required.
So that’s what we’re doing.
The next Waste Awareness Wales TV ad goes live in November.
Watch this space.
Paul Williams, Senior Creative
October 2nd, 2009
