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Seattle-based Agency Uses Brand Experience to Further Social Change
Seattle-based Agency Uses Brand Experience to Further Social Change
Published 12-15-05
Submitted by Bellwether Group, The
Flexcar's "Free Yourself" campaign, developed and launched in September, is just one example of how Bellwether is helping values-based businesses shift paradigms. Flexcar, the nation's leading carsharing company, launched itself and the category in the U.S. by educating audiences about the inherent environmental benefits of carsharing, key functionality and the company's social commitment. Subsequently, Flexcar's new campaign designed by Bellwether now engages a more mainstream audience as a result of focusing on the hassle-free convenience of carsharing and the reasons why Flexcar is a smart choice for consumers. By attracting the attention of audiences by way of their top concerns--avoiding car repairs and maintenance, paying for gas, and making car payments--Flexcar is proving it's the way to have a car.
"As the market grows for mainstream businesses that incorporate socially and environmentally responsible practices, Bellwether has added to its deep knowledge base about the fundamental issues that are changing consumer attitudes. As a result, we've been able to use our unique insight to help clients successfully connect with new audiences without losing the authenticity that appealed to their old ones," said Mindee Nodvin, founder and strategic director at The Bellwether Group.
The diverse, multi-disciplinary background of Bellwether's team includes support for some of the world's most well-known corporate brands, including adidas America, Delta Airlines, Georgia-Pacific, Microsoft, Nestlé, Nordstrom and REI, as well as public and private organizations that span a range of issues and industries. The agency's ability to design creative communication plans that best galvanize target audiences is informed by deep knowledge of issues such as transportation, renewable energy, co-operative banking, global health, environmental-resource conservation and human rights.
Some of Bellwether's recent work has focused on bolstering support for BECU (Washington's leading credit union with over 415,000 members); Coastwide Laboratories (manufacturer of Sustainable Earth® industrial cleaning products and supplies); the Northwest Air Quality Communicators Group (a consortium of air-quality agencies throughout the states of Washington, Idaho, and Oregon and the province of British Columbia); the Seattle Mayor's Green Ribbon Commission on Climate Protection; and Small Potatoes Urban Delivery (an organic-grocery delivery service).
Mindee Nodvin, founder and strategic director, is the former co-founder a socially responsible advertising firm in Seattle, and previously ran her own firm where she consulted with dozens of advertising agencies including WONGDOODY, Copacino+Fujikado and FCB Seattle. Mindee also was the executive director of Seattle's first design, advertising, and web award show. She launched her career in Atlanta where she managed clients such as Delta Airlines, KinderCare, BellSouth, and others.
About The Bellwether Group
Founded in 2004, The Bellwether Group (www.thebellwethergroup.net) has purposefully organized itself around talent and results as well as a deep sense of purpose. As individuals and professionals, the Bellwether team is committed to social justice, socially responsible business practices, global equity and environmental stewardship--and to the use of creative outreach tools to broaden and vitalize the base of people who care about and act on these ideas.
