The Ethical Funds Company has launched a new multimedia brand campaign which encourages investors to think about how their investments can have an impact on the world.

The campaign is a culmination of extensive sustainability research, a story creation process, and consumer studies. This led to a focal question: “how do you want your investments to change the world?” Through a collaborative effort between Ethical Funds’ agency of record, Publicis Vancouver, and Elaine McHarg, senior VP and chief marketing officer of Ethical Funds, the creative concept of using children was developed to highlight how our actions today will impact their lives.

Timed for RRSP season, the integrated annual campaign launched January 15 aims to raise awareness about sustainable investing in Canada. It consists of magazine ads in Macleans, Canadian Business, Investment Executive and Chatelaine, 30-second radio spots and national daily newspaper ads in Vancouver, Edmonton, Winnipeg, Regina, Saskatoon and Toronto, and online advertising including banner ads, a big box ad, e-blasts, e-newsletters and on Ethical Fund’s homepage.

The campaign targets educated, working Canadian investors, women aged 25 – 45 years, the Boomer generation and lifestyle-oriented Canadians, in addition to the primary advisor market and credit union retail branches.

“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,” explained McHarg. “At Ethical Funds, people have the peace of mind of knowing that their money is being used to create a more sustainable society.”

The print and radio ads feature children voicing their concerns about issues facing the world — including global warming, human rights, clean air and the fight against disease — and underscores that by investing in a select group of companies, one’s investments can change the world.