Guerrilla marketing put your advertising on steroids

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By March 2010, Bridgeway was also financing what looked increasingly like a private war against the LRA — and Invisible Children’s fingerprints were evident on these more overtly militaristic initiatives as well. When Davis began searching for military contractors to train Ugandan troops hunting for Kony, Poole put forward the name of Eeben Barlow, a veteran of the Civil Cooperation Bureau, South Africa’s apartheid-era covert government military unit that carried out assassinations. After the end of apartheid, Barlow had earned some renown as founder of the private military contractor Executive Outcomes, which fought in civil wars in Sierra Leone and Angola and was fictionalized in the 2006 film “Blood Diamond.” Davis hit it off with Barlow and, between March 2011 and January 2012, his new company, STTEP International, trained hundreds of Ugandan troops.

Corporations are increasingly recognizing the benefits of green marketing, although there is often a thin line between doing so for its own benefit and for social responsibility reasons. The term “greenwashing” refers to all industries that adopt outwardly green acts with an underlying purpose to increase profits. The primary objective of greenwashing is to provide consumers with the feeling that the organization is taking the necessary steps to responsibly manage its ecological footprint. In reality, the company may be doing very little that is environmentally beneficial [17] The term greenwashing was first used by environmentalist Jay Westerveld when objecting to hotelier's practice of placing notices in hotel rooms which asked their guests to reuse towels to “save the environment”. Westerveld noted that there was little else to suggest that the hoteliers were interested in reducing their environmental impacts, and that their interest in washing fewer towels seemed to be motivated by a concern to save costs rather than the environment. Since then greenwashing has become a central feature of debates about marketing communications and sustainability, with “awards” for greenwashing established and numerous campaigns, law and advices developed in an attempt to reduce or curb it. [18]

Guerrilla marketing put your advertising on steroids

guerrilla marketing put your advertising on steroids

Corporations are increasingly recognizing the benefits of green marketing, although there is often a thin line between doing so for its own benefit and for social responsibility reasons. The term “greenwashing” refers to all industries that adopt outwardly green acts with an underlying purpose to increase profits. The primary objective of greenwashing is to provide consumers with the feeling that the organization is taking the necessary steps to responsibly manage its ecological footprint. In reality, the company may be doing very little that is environmentally beneficial [17] The term greenwashing was first used by environmentalist Jay Westerveld when objecting to hotelier's practice of placing notices in hotel rooms which asked their guests to reuse towels to “save the environment”. Westerveld noted that there was little else to suggest that the hoteliers were interested in reducing their environmental impacts, and that their interest in washing fewer towels seemed to be motivated by a concern to save costs rather than the environment. Since then greenwashing has become a central feature of debates about marketing communications and sustainability, with “awards” for greenwashing established and numerous campaigns, law and advices developed in an attempt to reduce or curb it. [18]

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