News & Insights


Creativity for good: Be the Spider Man of communications by Danielle Veivers

As Spider Man infamously said, “With great power comes great responsibility – this is both my gift and my curse”. As communication and brand reputation professionals, this sentiment should be at the forefront of our creative and strategic thinking, and our power of persuasion should be used to inspire positive social and environmental change.  

This was the overarching message shared at last month’s Public Relations Institute of Australia event Creativity for Good, where I was fortunate enough to hear from four of the industry’s leading creative minds.

It has never been a more opportune time to consider the power of communications and our obligation as corporate citizens to have a positive impact on the world. Last week, the Intergovernmental Panel on Climate Change (IPCC) released research to show the drastic impact a rise in warming from 1.5 to 2 degrees can have on the planet. While half a degree may seem inconsequential, the effects can be disastrous. For example, a rise of only 1.5 degrees means 10 million fewer people will be at risk of flooding in this century. While a rise of 2 degrees means our coral reefs will be completely wiped out.

Technology has empowered consumers, and a quick Google search provides consumers with unprecedented information, purchasing power, and choice. People are calling bullsh*t on inauthentic brand behaviour and communications, and it is crucial that communications campaigns are underpinned with authenticity, honesty, and transparency to inspire brand love and respect. Just look at the Pepsi and Kendall Jenner advertising disaster as an example of brand inauthenticity leading to a PR nightmare.

So, how do we do this? No brand, or person, is perfect but it is about acting with honesty and integrity and communicating in a more ‘human’ way, including admitting when you haven’t gotten it 100% right.  Creative campaigns and advertising can be a powerful force to connect with and inspire your audience. But just a creative idea won’t cut it, your brand must deliver a creative solution to generate awareness and change the behaviour of consumers. To do this, it is essential to involve PR professionals from the get-go to ensure your campaign has longevity, multi-channel appeal, and a lot of money isn’t spent on a short-term, one-hit wonder.

Mike Spirkovski, a.k.a. Spirko, is the creative genius behind Earth Hour, which is now the largest global movement for the environment. Spirko believes we have a social responsibility to do good and that through corporate and social responsibility (CSR), brands can leave a powerful and enduring legacy. He says the brands that don’t prioritise their CSR responsibilities and adapt to social expectations are going to be in trouble. However, he acknowledges that, while powerful, creating enduring ideas is really hard and that collaboration with PR professionals is key to communicating your idea to the world.

The power of communications and creativity was evident when we witnessed the Project Revoice campaign, which used technology to give people affected by amyotrophic lateral sclerosis (ALS) and motor neuron disease (MND) back their voices. Watching Pat’s story took us on an emotional journey and inspired tangible difference, with 100 people being given back their voice every week. We often take for granted how privileged we are to have a unique voice. This campaign was a timely reminder, especially for communications professionals, that being able to communicate is a privilege, which shouldn’t be taken for granted.

Australians are becoming increasingly impassioned about social and climate issues. The weekend election in Wentworth demonstrated that people are ready to vote with their moral conscious and advocate for change. For financial services, this means we need to look beyond the bottom line and employ values-based communications to connect with our audiences. Australian Ethical has been very successful at connecting with its customers based on their morals and ethics. Currently, Australian Ethical has an active social media audience of more than 100,000, which is by far the highest in the super industry.  

So, let me leave you with this, CSR initiatives are no longer a nice to have, they are a must to keep your audiences engaged and to inspire brand love. Together, communications and creativity can bring these initiatives to life and help your brand navigate the good times and bad.

Stay Connected

If you wish to stay connected to Honner and receive future blogs, simply enter your email address below.


Latest News And Insights

Honner Blog 1/07/2019

Nine strategies for creating winning content

As marketing content reaches critical mass, marketers need to work smarter to achieve content that cuts through. In the fourth key phase of Honner’s 8 Step #ContentMarketing model we look at strategies to bring valuable and engaging content to your audience.


Honner Blog 24/06/2019

Growing to greatness – Have regional newspapers found their white knight, and why should brands care?

Antony Catalano’s purchase of 160 regional and rural newspapers from Nine Entertainment raised hopes of better times for publishing outside the big smoke. Our latest blog looks at the challenges Catalano faces in turning the business around, and what the deal means for financial services brands seeking national reach in the media.


Honner Blog 17/06/2019

Finding your authentic voice: Step 3 in the Honner Content Model, to Connect, Converse and Convince

When the Honner Content Team pulled together an outline of what a firm needs to do to transform its content marketing process, we recognised the need to elevate the idea of authenticity to be a major element of the process. Here are eight strategies that bring a more authentic style to your content marketing process.


Honner Blog 11/06/2019

It’s a wrap – Honner’s quarterly media roundup (Q119)

Your Money closes, Anthony Catalano buys 150 regional newspapers from Nine, and Apple launches its subscription news service—and that’s just the start. Find the latest in news, insights, quotable quotes and industry moves in Honner’s latest Quarterly Media Roundup.


Honner Blog 3/06/2019

Think like a CEO when planning your content: The 8-step Honner content model to connect, converse and convince

Ideation and Mapping is the second key phase of Honner’s 8 Step #ContentMarketing model. This is all about turning your insights into concrete content ideas that are aligned to the business’s objectives.


View All    >