Viewpoint: The Advertising Discipline and Social Change

The author outlines ways in which advertising can influence and bring about social change, particularly in relation to the voluntary and non-profit sectors.

Viewpoint: The Advertising Discipline and Social Change

Ruth WoodenPublic Agenda

The aim of this personal account is to share a career path in social marketing and highlight the power of advertising to bring about positive social change. Half my working life has been spent in traditional marketing and advertising and the other half in nonprofit management, albeit still as a communications professional. Today, as president of Public Agenda, the nonpartisan public opinion organization started in 1975 by Dan Yankelovich and Cyrus Vance, I am utilizing everything I learned as an advertising professional in advising policy leaders what it will...

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