Talking about socially responsible investing to investors who are primarily interested in making money calls for an open-minded approach – from the agency, the client and the target audience. Calvert Investments pioneered the concept that socially-responsible investing is good business. Since its founding in 1976, Calvert has grown to become the largest family of socially responsible mutual funds in the United States, with approximately 400,000 investors and $13 billion in assets under management. At its core, Calvert is trying to change the world of finance by getting people to see investments in a new light – and by changing the behavior and mindset of the companies in which they invest.
Wall Street gets a bail out.
But what about the planet?
With Occupy Wall Street making headlines, anger and frustration over financial institutions were at an all-time high. Why not take a phrase synonymous with corporate bailouts — "Too big to fail" — and give it a brand new spin?
We decided to promote socially responsible investment by using the nation's largest, most trusted and established sustainability event to launch Calvert's own unique spin on "Too big to fail." The San Francisco Green Festival, known for its continuing commitment to bringing green-minded individuals together to tackle the world's most pressing environmental and social issues, served as the perfect venue for promoting "sustainable and responsible investing."
In addition to an exhibit at the festival itself, the integrated campaign included print and online advertising, Calvert's own website and social media outlets, Facebook and Twitter.
At the Festival, we asked attendees, "What does too big to fail mean in your world?" We took their photograph and immediately uploaded their answers to a Calvert-branded Facebook page.
After the show, we sent Festival attendees an email asking them to share their "Too big to fail" Facebook photos and, of course, to learn more about Calvert's sustainable and responsible investing (SRI) funds.
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