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Ethical Funds conducts brand campaign

Toronto-based investment company Ethical Funds is in the middle of a new multimedia brand campaign that encourages customers to consider the impact of their investments on the world. The aim of the initiative is to raise awareness of sustainable investing in Canada. The campaign, developed by Publicis Vancouver, includes magazine ads in Maclean's, Canadian Business, Investment Executive and Chatelaine, along with 30-second radio commercials, online banner ads and national daily newspaper ads in Vancouver, Edmonton, Winnipeg, Regina, Saskatoon and Toronto. The effort is aimed at working Canadian investors, women aged 25 to 45 and lifestyle-oriented customers, as well as financial advisors. The creative depicts children discussing issues that will be relevant to the world in the future, such as global warming, human rights, pollution and disease. “We are encouraging investors and advisors to think not only about the performance of their investments, but also the effect those investments have on the world in terms of environmental, business and social practices,” said Elaine McHarg, chief marketing officer of Ethical Funds. “At Ethical Funds, people have the peace of mind of knowing that their money is being used to create a more sustainable society.”

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