American City: Advertise Like You Give A Damn
After a month of feeling sort of awkward about participating in this program, I’m left wondering why GOOD consulted on this project. I mean no harm, GOOD, I just want you guys to do what you set out to do — change the world, not change corporate advertising.
Why actively participate in complicating the advertising process? Why help blur the boundaries between an advertising campaign and philanthropic support? I can’t help think that for all the money that Pepsi is giving away, it’s just creating a new problem that GOOD should be guarding against — not the all-too-common “greenwashing”, but “goodwashing.”
Measured criticism leveled at Pepsi for the Refresh Everything program (in which Newark Now is in the top 50 to win $250k), examining the blurring lines between advertising, sponsorship, and philanthropy.