Author name: Kelli Peterson

Kelli Peterson is a brand and communications strategist with 20 years of professional experience in the corporate and non-profit world. Kelli is the founder of The Change Project, a collaborative consultancy focused on creating value and positive social impact through the power of brand. Kelli is a sometimes blogger, an avid world traveler and passionate about creating change.

Refresh Everything

It’s been a number of years since we have seen any initiative lead by a power brand in the arena of corporate social responsibility. This Wednesday, Pepsi launches one of the biggest corporate social responsibility efforts that we’ve seen since the launch of (RED) in 2006 with the Pepsi Refresh Project. Good CSR takes strategic

Can Sustainability be a Brand?

The 2009 Sustainability Conference kicked off last night in Monterey, CA with opening remarks from among others, Owen Rogers, Partner and Experience Design Lead of IDEO.   A self-described non-expert in sustainability none-the-less first laid out five principals on branding then asked whether sustainability could be a brand? Whether there is sound reasoning or “the answer”

Urban Garden as Sustainable Business in New Orleans

Good ideas have a life of their own. That’s what Paul Baricos, Executive Director of the Hollygrove Growers Market and Farm (HGMF) in New Orleans is learning two years after the Carrolton-Hollygrove Community Development Center (CHCDC) set out to figure out how to bring fresh produce to a neighborhood with no real access to affordable food.

“ER”- brought to you by the Bill Gates Foundation?

The objective is to use entertainment content as a vehicle for educating mainstream audiences on topics such as HIV/AIDS and education in the hopes of influencing public views and behaviors.
One of these initiatives, called Get Schooled, is a partnership with Viacom that will weave education-themed story lines into existing shows or create new shows centered on education.

B-cycle: Can it work in the U.S.?

Today Alex Bogusky, Chairman of Crispin Porter + Bogusky is set to speak at SXSW on the topic of bike sharing. CPB is one of the three founding partners of B-cycle, a concept which has been quietly gaining support in cities around the U.S. and which has been launched, under another company, to a degree of success in Paris. The question is, can it succeed here?

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