Greens need to be more creative

Environmentalists have to be more creative if they want to convince people to make more environmentally-friendly decisions. That’s the message from green marketing agency EcoAlign in the first of a series of “creative briefs” released this month.

In this first brief, EcoAlign asked six artists (three from the U.S. and three from other countries) to create an original image of the “tree of life.” The diverse images can be licensed from EcoAlign with proceeds benefitting the National Forest Foundation and Groundswell International.

I work much more often with words than images, but I like EcoAlign’s approach. Their marketing strategy is clearly to give away content (like their EcoPinion surveys that I read and saved) and gain the links, tweets and other buzz that comes with it. Integrating the two non-profits was a nice touch.

I’ll certainly be looking forward to reading the other briefs. As I’ve said on this blog repeatedly, environmental communicators need to do better. These briefs could be an important contribution to that improvement.