We’ve suggested elsewhere that there are two broad categories of response to Common Cause.

The first is to focus on the implications for the campaigns and communications that we are already producing: how might we campaign on biodiversity conservation, or disability rights, or cancer research, while simultaneously helping to strengthen those values upon which systemic concern about these issues must come to be built?

The second is to ask: what might we begin to do collectively, across the third sector, to strengthen the cultural importance of intrinsic values and reduce the pervasiveness of extrinsic values? Here there are many opportunities for new joint campaigns. One of the most obvious – but it is only one – is on advertising.

There is persuasive evidence that advertising serves to reinforce the cultural importance of extrinsic values – and to undermine the importance that we place on intrinsic values. As such, it will operate to reduce public concern about a wide range of social and environmental issues. This is an effect which is likely to be further strengthened by the fact that advertising is so pervasive – we literally can’t avoid it; and by the fact that much of it is targeted at children – people who are likely to be more vulnerable to its influence on values.

PIRC and WWF-UK have today launched a report highlighting the evidence for the cultural impacts of advertising. George Monbiot has written about it here. And you can download the report below.

We’ll now be hosting a conversation – with people from the third sector and business alike – on the cultural impacts of advertising and possible responses. Do get in touch if you would like to be involved in this!

[wpfilebase tag=file path='reports/Think Of Me As Evil - PIRC-WWF Oct 2011.pdf']