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Brand Association With Earth Charter 


Example of how to leverage brand association by finding organizations aligned with your values and goals. Of course, you’ll have your own unique values and goals and that will determine your brand associations.

I discovered The Earth Charter in 2015 while researching social impact organizations in Vancouver. I met with DUDOC Vancouver and they affiliated with the Earth Charter. After reviewing the mission, vision and goals of the Earth Charter, I consulted with the co-founders of The Art Party (social club) and we decided to endorse it too.

The Earth Charter Initiative is based on “Decentralized Empowerment for Scaling Up”, the name given to a set of policy directives and decisions originally taken at the Third Meeting of the ECI Council held in 2007. The purpose of the strategy is to enable the expansion of the Earth Charter Movement without having to grow the central administration, and to allow for a vast number of self-organizing, independent efforts to multiply and grow.

I applied online to endorse The Earth Charter and within 48 hours, the United Nations emailed back for confirmation and asked for a signed letter of endorsement to make it official. With that, I wrote an announcement which will be the foundation of the letter:

We’re pleased to announce The Art Party is an endorser of the United Nations Earth Charter. The mission of the Earth Charter Initiative is to promote the transition to sustainable ways of living and a global society founded on a shared ethical framework that includes respect and care for the community of life, ecological integrity, universal human rights, respect for diversity, economic justice, democracy, and a culture of peace.

Since 2010, The Art Party has supported a sustainable local economy. Local businesses enhance our community, connect and support us socially, enhance wealth and employment to establish local economies that are economically viable, environmentally sound and socially responsible.

The Art Party started as a Facebook Group in 2010 to promote the Main Art Drift, an annual event of local small businesses supporting local artists along Main Street, Vancouver. Today, The Art Party is a social innovation club located at 837 E. Broadway in East Vancouver that promotes Buy Local to Support Local Artists to +7,000 contacts on social media. The Art Party’s buy local post was shared 615 times and liked 64 times on The Art Party Facebook network. This inspired the tagline:

“Buy Local to Support Local Artists”

The Art Party will leverage its +7,000 social media contacts to disseminate the Earth Charter and raise awareness in our local community. The Art Party will collaborate with Earth Charter Partners, Affiliates and with other organizations that have endorsed the Earth Charter in our region.

As an arts-based social club, The Art Party intends to inspire its members to spread the sustainability vision articulated in the Earth Charter through visual art exhibitions to educate the general public throughout Metro Vancouver, Canada starting in 2016.

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