We rush through our everyday lives, our work is the basis of our individual life. We own houses and gardens, have families and hobbies, go on holidays and drive our cars. We are integrated in a stable state system and in our society rarely have to think about. We can be glad. but What about the people around us? Are they fine, too?
Maybe we hear in these words the weaker echos of moralizers, but letīs look consciously around. There's no repression today. no fleeting consumption of terrible TV images announcing distress it is time to take some time. A human being, wherever, has problems, no basic social care, or even lives in an area of conflict or war. Prospectives which make life worth living are missing. The political refugee fights for his rights, in danger and in need. How are those other people?
Somewhere inside of us, there's something bothering us from time to time, maybe empathy, maybe conscience. We ask questions. Since, far far away, there is a lot in a sorry state, in the poorer and underprivileged parts of the world in any case. And, sometimes the sense to wanna make a difference. The world is a system, everything depends on everything. It is a biological, a geological, a social, economical and anthropological in the meanwhile, a so-called globalized system. All components and all members of this system effect one another. We feel that we canīt simply switch off. And we donīt want to do it.
One doesn't have to travel far in order to come across human suffering or violence against each other or against nature. We can find all that amongst us, be it in the form of ecological destruction, poverty, social exclusion, Human rights violation or mental illnesses like depression or drug addiction. Maybe there is more than the development aid and the government benefit system, which prescribes social responsibility? They appear occasionally the cracks and chasms, that, from time to time, opens out by reflecting, by the media, by own individual experience, by empathy. The wheel starts turning close to oneself and within the own interhuman relationships, every day. These thoughts bring with them the wish to be committed, to up hold the principles of human solidarity, the idea to help others and to get the chance to receive assistance. In short, the idea of assuming responsibility as human among humans.
Advertising is part of the big media business, but also an important communication platform per se in our economic society. It could use this power for a social commitment, too, couldn't it? And, our branch wants to do it, we want to do it and turn our view and our behaviour even more towards a future in this sense. (We would like to approach our views of the future and intentions in a more sensible and conscious manner.)