As advertising and marketing professionals, our business is to make sure our clients are seen in the best possible light. The image we create reflects the values of the organization, its strong products or services, or some truth that will help the client be more successful. But what happens when the image we create is completely at odds with reality?

Consider, for example, the devastating oil spill in Prudhoe, Alaska and the subsequent revelations about the role of British Petroleum (BP) in the disaster. It was widely reported that BP failed to complete the appropriate pipeline inspections that would have lessened the impact, if not completely prevented this disaster. This is the same BP that heavily promotes its commitment to cleaner fuels and a safer environment, and whose chairman stood up with Tony Blair and the Governator of California to propose an unprecedented Global Warming Pact. It’s probably fair to say that the excellent campaign created for BP has been mortally wounded by the spill—a problem that BP and its agency must face together.

At some point, every agency struggles to reconcile business reality with the desire to create work with integrity—a dilemma with no easy solution. But agencies and clients must deal with the facts honestly, because today’s consumers are better informed and make choices based on a company’s perceived ethics and business practices. If the advertising image doesn’t match the corporate reality, consumers will likely take their business elsewhere. So building brands with a conscience is not just an ethical issue, it’s a bottom-line issue. We can’t afford to ignore it.

What’s your opinion?

“I enjoy helping to raise financial support for a non-profit national treasure that has given so much to our community.” – Nancy, volunteer for the Paramount Theater

“It’s my way of giving back to the youth of Texas through an organization that provided an opportunity to me when I was young…and, it’s so much fun!” – Skye, volunteer for the Star of Texas Fair and Rodeo, a non-profit organization that awards scholarships to young Texans

“I get way more out of volunteering than the people I volunteer my time and services for.” – Kelli, volunteer for Westminster Manor Retirement Center, Susan G. Komen Walk/Run, and the Women’s Ministry at Gateway Church

“Writing direct mail that solicited funds to fight a disease my co-worker was dying from put my day-to-day copywriting in perspective.” – Paula, volunteer for the ALS Association Greater New York Chapter

“For me, nothing put the world in a better perspective than taking a break from my hectic life and hanging out with a second grader for a while.”
– Lindsey, volunteer for HOSTS (Helping Other Students to Succeed) and the Ronald McDonald House

“There is nothing like the experience of giving your time to help those in need. It truly lifts your spirit.” – Jessica, volunteer at Faith United Methodist Church, which assembles packages to feed low-income families and the homeless, as well as support American troops overseas

“Karma.” – Josh, volunteer for the American Red Cross post-Katrina relief effort