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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
good causes or cause-related mat- ters than what it was 12 months ago, and that is because of projects like Make Poverty History, Zero 7, the follow-on from that we worked on in July this year and Earth Hour, al l t hos e had such an amazi ng impact.” Burcham thinks people working in the advertising industry are in a particularly privileged position that gives them the scope to make a dif- ference to the world. “Like everything in life it’s up to human choi ce and what peo ple want to participate in and what they don’t but let’s face it, we all have pretty amazing situations in our job, the stuff we get to do, possibly everyone reading this article has a pretty great life in terms of the indu str y they wor k with is q uite exciting, the people they deal with are quite exciting, so why not trans- fer some of that over to the left or the right,” he says. Gore was talking about the cli - mate crisis when he suggested look- ing at it from the perspective of the next generation, but he could easily have been t al king abou t chi ld pove rty or the fact that mi ll ions don’t h ave c lean water o r r aising money for the Red Cross. He a sked, do yo u wa nt t he n ext generation to l ook bac k and as k, Why didn’t they act? Were they so easil y d istracted, we re t hey t oo greedy, wer e they too self- absorbed? Why d idn’t t hey c are? Or will they ask a second question, which is how d id the y fi nd th e uncommon moral c ourage to suc- cessfully s olve t he c risis t hat s o many said was impossible to solve? Gore said: “We have the capacity for greed and short-sightedness, all of u s d o, b ut we a ll al so h ave the capacity to rise to our higher poten- tials and when we do, it is the cause that true force brings from industry, from business, f rom e very walk of life to say yes, we want to be a part of t his gr eat m ovement an d th is great solution. And I want them to say the advertising industry that has sometimes been pointed to as crass, as exploitative and focused on ends over means as m uch a s the worst indust ry, a ctually h as men a nd wome n who ca re s o de eply t hat they a re willing to g ive their s kills and talents and experiences to help lead the way.” 7 On November 17, 2006, about 14,000 music fans attended a concert in Sydney for the Australian offshoot of Make Poverty History, a concert The Conscience Organisation helped make possible SEPTE MBE R/OCTOB E R 2 007 CAM PA IGN B R I E F 37
November December 2007
July August 2007