The International Advertising Association (IAA) on December 27, 2010, announced India’s first ever awards dedicated to creative excellence in the area of ‘green communication’. The Olive Crown Awards, as they are called, would address a crying need to recognise the pioneering work in communicating sustainability that is being done by some responsible corporate houses and agencies.
Commenting on the Awards, Kaushik Roy, President - India Chapter of IAA, said, “These Awards would encourage and, in fact, inspire marketers to communicate sustainability in every facet of business, and motivate advertising agencies to bring communication of sustainability on top of the strategic agenda of advertisers.”
The Olive Crown Awards also seek to position marketing and advertising as critical components of not just economic growth, but more importantly, responsible growth. To achieve this objective, the IAA felt it was important to reward outstanding creative work that communicates sustainability in any form.
Roy added “In the bargain, the IAA would be encouraging positive thinking and debate on matters of sustainability and positioning itself, and the industry as not just custodians of a particular brand, but custodians of Brand Earth.”
The Olive Crown Awards would be open to all marketing companies, advertising agencies and others who had created and placed paid communication that espoused sustainability in the calendar year 2010. They would cover a wide range of media and marketing disciplines, including print, television, radio, digital out-of-home advertising, printed literature, documentaries, events and advocacy campaigns.
Not-for-profit policy research organisation The Energy and Resources Institute (TERI) would be the ‘knowledge partner’ for the IAA in these Awards. The Olive Crown logo has been designed by B Ramnathkar of Umbrella Design.