Naked people have little or no influence in society

This Shell ad, part of Shell's ‘Throw away’ campaign, features the tagline "Don't throw anything away, there is no away", accompanying statements that it "uses waste CO2 to grow flowers" and "waste sulphur to make super-strong concrete".

Really? Friends of the Earth didn’t think so. Today The ASA has upheld two complaints, and you can check them out here.

I was at a conference today with Paul Marsden (author of Connected Marketing), who talked about the power of Influencers in driving advocacy. He profiled Influencers as:

Adopters
Connected
Travellers
Information hungry
Vocal
Exposed to media

Given that green messages are usually screened amongst Influencers before hitting a broader target audience, I’m surprised at the lack of information in green comms, and dedicated Online information hubs that we know Influencers such as Friends Of The Earth et al. love.

Can you think of any nice pieces of comms aimed specifically at green Influencers?

One of the ways to drive advocacy amongst Influencers is to involve them in developing company policy, principles and initiatives, and developing feedback channels which mean they can get involved. Partnership strategies with credible partners are also integral to gaining acceptance amongst early adopters in the diffusion of a green message.