/ JOURNAL

Stories, ideas, and methods

Voices from the brands, medias and agencies turning advertising into a force for good.

September 23, 2026· proof· claim
What counts as proof when advertising claims a cause
When ads claim a cause, proof is an inspectable chain — claim, action, recipient, evidence — not mood, colour, or logo association.
September 15, 2026· regulation· EmpCo
When “green” becomes a prohibited claim: what EmpCo changes for advertisers
From 27 September 2026, vague environmental claims in consumer advertising face a harder test. EmpCo does not end purpose-led campaigns. It ends purpose without proof.
September 5, 2025
From Advertising to Activism: Why Consumers Now Expect Real Brand Commitment
July 16, 2025
1% of Your Media Budget Can Change Everything: The Proof Is in the Numbers
July 10, 2025
10 Reasons to Integrate Ad for Good Into Your 2025 Media Strategy
July 2, 2025
AI-Powered Hyper-Personalization: The Future of Cause Marketing
June 30, 2025
When Greenwashing Backfires: How to build a truly Eco-Responsible, cause-driven campaign
June 24, 2025
Aligning Purpose with Performance
June 17, 2025
Maximizing ROI with the Ad For Good label: aligning solidarity advertising and CSR