Cause and affect: grand emotion (or tragedy) aside, cause-related issues are high and rising on many companies' agendas.(campaigns)

Television Asia, March, 2005 by Gupta, Ritesh; Stein, Janine

Soon after the 26 December tsunamis, Unilever unveiled a new logo--a series of symbols depicting life and values, all of which combine in a large U. The concept was developed in-house by Sri Lanka's Lowe LDB over one weekend, "when people were still trying to piece together their thoughts and spirits," says Lowe LDB chairman, Lilamani Dias Benson. The campaign was, she adds, a reflection of the empathy between client and agency. "The visual elements were these symbols and all it did was to suggest that 'U' can make a difference." The agency didn't charge for the effort. "It was totally a pro-active piece of material ... I believe this is advertising in its best sense. The kind that comes from intrinsic understanding of each other, and of people. We felt the work could...

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