integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
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Good practice examples<br />
General description<br />
Country USA<br />
Name of the <strong>media</strong> format GOOD (www.good.is)<br />
Media genre<br />
Name of the campaign/project n.a.<br />
Cross-<strong>media</strong> platform, consisting of:<br />
• Print Magazine<br />
• Videos<br />
• Live Events<br />
• Website<br />
Short description of <strong>media</strong> format GOOD Inc. was founded in 2006 as a private initiative by Ben Goldhirsh,<br />
heir of Inc. Magazine’s creator Bernie Goldhirsh. The company offers<br />
several <strong>media</strong> & communication products including a quarterly generalinterest<br />
print magazine, a website providing a virtual community with several<br />
communication tools, videos available on multiple online portals, and live<br />
events in different US-cities.<br />
All GOOD products focus on social issues, politics, culture and sustainable<br />
living. They treat <strong>sustainability</strong> by blending wit, commentary and<br />
entertainment and use a fresh visual aesthetic. One central part of the<br />
company’s business strategy is to have all of its subscription fees go entirely<br />
to charity.<br />
Short description of<br />
campaign/project<br />
n.a.<br />
Duration Open Ended<br />
Background/history Launched in September 2006 by then 26-year-old Ben Goldhirsh, who<br />
invested part of the fortune he inherited from his father in the project. GOOD<br />
started as a spin-off of Ben’s film production company “Reason Pictures”<br />
which he founded to make relevant, yet entertaining movies. With GOOD,<br />
Ben felt he could have a larger influence on society than with Reason<br />
Pictures.<br />
Motivation/goals • Serving the community by providing relevant content, experiences, and<br />
utilities.<br />
• Providing a platform for the ideas, people, and businesses that are<br />
driving change towards a better world.<br />
• Reshaping the discourse on important social topics.<br />
Sustainability topics addressed • Social & ethical topics<br />
• Environmental topics<br />
• Economical topics<br />
• Health topics<br />
Strategy to promote <strong>sustainability</strong> • Simultaneously educate and entertain.<br />
• Present <strong>sustainability</strong> information in a stylish, entertaining way and<br />
offer a positive perspective on the topic.<br />
• Present inspiring examples of people or institutions that have<br />
developed creative ways to approach <strong>sustainability</strong> and social justice.<br />
• Cross-<strong>media</strong> strategy to reach different target groups.
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