Social Change Marketing

The director most known for his hugely commercial Jim Carrey films, including, Liar Liar and Ace Ventura: Pet Detective, Tom Shadyac, has crafted a deeply personal documentary that speaks to the beauty as well as the excesses of humanity and our inherent oneness with life.

I AM chronicles Tom's journey from a life-changing injury to his subsequent quest for enlightenment. I had a chance to meet Tom after the opening and screening of the film in Minneapolis.

As we shared our stories of healing and transformation, I was struck by the how the power of our own personal experience can inspire change.

As the head of a mission-based advertising agency that specializes in helping businesses and organizations do well and do good, I know well how to move people to action.

Having worked to grow the organic industry, bring yoga to the mainstream, pioneered renewable energy marketing and lead the way in social change communications, I am a full-on believer that we as individuals can be a force for good.

As I shared with Tom, life is much like that field of poppies in. The Wizard of Oz. The further we travel, the more likely we are to fall asleep. Good green and mission-based marketing is a wake up call. So is this film. Join me and discover what's right with the world.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

If your company hosts a conference or annual meeting, take a break from Orlando, LA or NYC, invite colleagues to a green beach for a change of venue and change of heart. Resorts like Eco Tulum's Cabanas Copal.

On the Mexican Riviera and near stunning Mayan ruins, a venue like Copal may not have the amenities of a resort hotel—like electricity. But you might be surprised at the creativity starlit nights, brightened by torches or candles and accented with the gentle whisper of waves can inspire.

As the owner of a green marketing company and leader in social change communications, organic branding and the LOHAS (Lifestyles of Health and Sustainability) consumer, I've launched countless green ad  and wellness campaigns. When you live and work in this category, it's not only important to walk your talk—it's vital. That's why I'm heading to Copal for my company retreat. And that's where i'll recharge—becoming one with my own source of renewable energy.


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

When it comes to great green marketing, it's all about flow.

Take it from the Australian blobfish here. This gelatinous creature doesn't hunt. Doesn't bother anyone. And with a body less dense than the surrounding water, it simply goes with the flow.

As a leader in advertising, marketing and branding in the progressive space, I believe there is much to be said for the simple act of floating.

In campaigns we've created in categories that include wellness marketing, yoga marketing, organic branding and social change communications—we've found that less is usually more.

Creative that tries too hard. Uses too many words or images. Or is overly intellectualized simply doesn't resonate. Consumer audiences respond much more enthusiastically when their imaginations are engaged and their hearts are opened.  

So take it from our friend the blobfish. Relax. Float. Be. And remember, sometimes the most effective marketing is all about what you don't do.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

A group of Minneapolis LOHAS (Lifestyles of Health and Sustainability) leaders and I met last week regarding planning a first-ever LOHAS conference in our city. The idea, the brainchild of LOHAS Forum head, Ted Ning, is to bring the annual international conference held in Boulder, to a small number of targeted, LOHASIAN cities. 

Minneapolis and St. Paul are not only creative hotbeds, they are home to a large community of progressive, change-agents who are passionate about making a difference in the world. Over dinner at Heartland, an amazing restaurant that serves local, sustainable and organic, we all shared the vision that as LOHAS leaders, it is far more powerful to grow the movement by encouraging businesses to take small steps toward sustainability now, rather than demanding 100% perfection before they are deemed "acceptable".

As the head of a green marketing agency that specializes in social change communication, organic branding and green energy marketing, I know that LOHAS is not about drawing a line in the sand. But about reaching out to all kinds of businesses and encouraging changes large and small. We live on a little blue planet. Each of us leaves a footprint. If we are to collectively lighten ours, sometimes we need to lighten up. The fact is, we can effect a lot more change by inviting it—not demanding it. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing

Organic marketing packs a punch. But the Organic Center list of foods below with the highest levels of antioxidants per serving, packs a nutritional and planet-saving knock-out.

Blueberries • Cranberries • Blackberries • Raspberries • Strawberries • Red grapes • Apples• Plums • Potatoes • Red grapes • Sweet cherries • Kidney beans • Pinto beans • Prunes • Asparagus • Grapefruit • Peaches • Yellow pepper • Green grapes • Blackeye peas • Cooked tomatoes • Cooked artichoke • Red Cabbage • Red-leaf lettuce • Broccoli raab and • Beets.

As the head of a Minneapolis advertising and marketing agency that specializes in organic marketing, social change communication, environmental marketing and green advertising, I have a passion for all things organic.

Not only do organically grown fruit and vegetables taste better and offer more nutrition than conventionally grown, organically grown food and fibers are sustainable for the Earth and safer for farm workers. So the next time you have a choice between organic and conventional—don't panic, buy organic.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing

 

Can wellness marketing bring healing? When your message aligns it can.

That's definitely the case with our client Spring Forest Qigong. Their upcoming wellness conference is about awakening, healing and  empowering women. Our marketing effort is designed to inspire action, but also to create financial wellness that supports the organization. That's a win-win. A closed loop. The perfection of reciprocity. 

Like a breath—on our inhale, we breathe in oxygen. On the exhale we breathe out carbon dioxide. The CO2 is in turn absorbed by trees and transformed back into oxygen. The cycle begins again.

As a head of a green advertising agency near Minneapolis, it is such an honor to create marketing that is much about doing well as it is about doing good. Our organic industry work, social change communication, yoga studio marketing and passion for green energy effects change. And in times like these, change is good. 


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing



 

According to a new story in Environmental Leader, "95% of consumer products claiming to be 'green' commit at least one greenwashing offense." Ugh.

Apparently toy and baby care makers are the worst offenders, which makes this report all the more tragic. Families with small children are often referred to as the "gateway" market to green. It should come as no surprise that parents with new babies are highly incented to not only protect their children from dangerous toxins— but to do their part to restore the Earth.

As a leader in green marketing, organic branding, social change communication and the LOHAS (Lifestyles of Health and Sustainability) consumers, I urge marketers of these products to take a step back and consider what they are losing by trying to win in the short-term.

Once consumers lose trust, there are no buyers. The green market, more than any other can only thrive with absolute integrity and authenticity. Anything less spells disaster—not just for green business, but for the future of the planet.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Nature knows how to let go with such grace. Leaves dance their way down from trees. Rain falls with purpose from the sky.  Each gives back to the planet in immeasurable ways.

As a leader in green advertising, social change communication, renewable energy marketing and wellness marketing, I think it wise to take a lesson from nature. As marketers and brand strategists, we often have difficulty letting go of ideas. Letting go of ego. And letting go of the tried and true.

Let fall be a reminder that each season brings change. With this change comes opportunity and growth. Like leaves or rain, creativity is about renewal. I invite you to step outside, find some leaves to crunch through and let nature begin her lesson.

If a town nestled amidst ancient Italian olive groves can create a renewable energy future, so can communities large and small  across the U.S. 

As the head of a Minnesota-based green marketing agency, I know too well that the midwest is often considered the Saudi Arabia of wind. I also know that despite that fact, most of the energy produced here is made from coal.

We've got a long way to go. But the tiny village of Tocco is showing us the way. This kind of bold leap into the future is much like the kinds of campaigns we create at firefly180. With clients in the arenas of the organic industry, renewable energy marketing, social change communications and wellness marketing, our team supports businesses and organizations with creative and sustainable approaches to building brands and revenue streams.

The times are changing. So too is our ability to re-create our energy future.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

You've got to check out this story about how an artist-in-residence in Cambridge, MA came up with the idea to include illustrations of yoga poses to help offset the anger and anxiety drivers feel when they receive a parking ticket.

The move provoked outrage in some. But as a leader in the arenas of yoga advertising, green marketing, organic branding, social change communication and the LOHAS consumer, I think the concept has merit.

The fact is, if your messaging doesn't provoke thought—it's not going to get much of a response. Clearly this creative execution provoked much. What I love is that the city of Cambridge was willing to take a risk. To think outside the lines. To completely re-imagine the tried and true.

What's so great about the traditional red-bar-through-the-center, off-the-rack ticket anyway?

There's always plenty of room for innovation and inspiration. And what matters here is not so much if the illustrations actually help to calm the receiver (which I hope they do) but that the city had its heart in the right place. Who knows, yoga is well documented to relieve stress, anxiety and depression. This "strange" new concept may become the new global standard.  

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 Celebrities lend their names to everything from designer gowns to dish detergent. But can they help sell wellness? It depends. When it comes to speaking the language of health and wellness, they need to well...speak the language. 

Nothing but absolute authenticity and transparency will do. So when one of our clients, the Minneapolis Heart Institute Foundation wisely chose actress, author and wellness guru Marilu Henner as their keynote at an upcoming annual fundraising gala, the gates of messaging opportunities opened wide. 

As a Minneapolis advertising and marketing agency that specializes in wellness marketing, social change marketing, organic branding and LOHAS (Lifestyles of Health and Sustainability) marketing, we strive to build campaigns that create rich audience experiences.

Heart disease kills more Americans than any other illness. Almost twice as many as cancer. Shockingly, virtually no one knows this. But Marilu Henner does. Her father died from this condition. And he died far too young. His death transformed her life. And in turn she is transforming the lives of others through her work in the wellness arena. Actions speak louder than words. So if you're thinking about hiring a celebrity endorser, you need to see beyond their looks. Their personal passion, knowledge in your category and commitment to change are worth far more than what they bring in at the box office.





Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Join a gentle revolution and celebrate the launch of Green Lifestyle Film Festival, 7/30, 6pm at the XAI Verandah Lounge in LA. And while you're at it, check out Green Lifestyle TV. This global citizen journalist movement is out to transform media so that it reflects the beauty of the human spirit.

As the president of a Minneapolis based marketing and advertising agency that specializes in working with businesses and organizations that effect change on the planet, I love this concept. Green Lifestyle's mission is to be solution-oriented and inspiring. Just like great green marketing, social change marketing, LOHAS consumer marketing, yoga marketing and organic marketing.

Thought creates reality. And whether we're watching a film, TV show or reading an ad or website, it's our brain that processes the information. But it's our heart that inspires and compels us to take action.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

At firefly180, we specialize in building progressive brands. This brand work can be found at the core of our green ad campaigns, health and wellness campaigns, LOHAS consumer campaigns, yoga marketing and social change messaging in the music industry.

At the center of each brand is a clear and cohesive messaging platform. It serves as a rock-solid foundation from which to jump or dive into the marketplace.

A messaging platform will appear extraordinarily simple, yet it's a simplicity that emerges from a swirl of complexity.

It encompasses the essence of who you are, who you serve, and how you do it. It includes concepts and ideas that most closely represent your organization and its core values. It should resonate on an intellectual and emotional level so your platform can be developed into key words or phrases that become part of your conversation every time you describe what you sell or do.

Your messaging platform shouldn't change from month to month or year to year. So invest the time. The money. And the expertise to get it right. You wouldn't set sail in a boat, blindfolded, with no map, compass, fuel or means to communicate—so why would you launch your brand without being anything but fully prepared.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I've worked in the progressive space for 20 years building brands and creating advertising campaigns for renewable energy, the indy press, organic, yoga, wellness and social change initiatives. I've worked in big firms. And I've worked in mid-size advertising agencies. But when I launched firefly180 marketing, I was extremely intentional about three things:

1) My team and I would create strong brands and messaging that empowered consumers to make positive change in their lives and the world.

2) Our work would drive financial and quantifiable results for our clients.

3) I would create a sustainable, low-carbon-footprint model with all the benefit of the best advertising agencies, but without the typical, expensive and often wasteful overhead.

My virtual advertising agency model is an idea who's time has come. It works. It's seamless. It's effective. And it's green. My geothermal, climate-change-fighting office is planted among native grasses and wildflowers near the banks of a protected scenic river, but I travel daily to meet with my team in cities like NYC, Boulder, Houston, Boston and L.A.

The beauty is of course, I don't have to leave my office. And neither do they. We've created the precursor to Star Trek transporter technology—instantly beaming ourselves through the universe to explore, connect and create. Yesterday I traveled to India to meet with a potential client. The resulting carbon footprint? Zero. Quality of the experience? Immeasurable.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Last night, a friend and I went to see Carlos Santana in concert. We started the night with sushi and ended with a sense of expansion. 

As the head of an advertising and marketing agency near Minneapolis that specializes in social change marketing, green marketing, wellness marketing and the LOHAS consumer, our team creates brands that take consumers or stakeholders on a journey. Santana does the same. His performance artfully weaves words that act like threads of philosophy, hope, spirituality, progressive politics and love along with music that takes his audience deeper into the experience.

In marketing, graphics, paper stock, images and video are like music. They attract attention and draw an audience in. It's the words—copy and headlines, that connect the threads that carry the message. Together, they create art.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Who needs a cabinet full of pharmaceuticals when nature offers its own medicine chest? 

As the owner of a Minnesota advertising and marketing agency and organic industry leader who specializes in green marketing, organic branding, social change communication and the LOHAS consumer, I have long worked with clients to educate customers about how food can heal.

One of our clients, H. Brooks and Company, is an absolute leader when it comes to offering tools that empower and educate grocery stores, restaurants and shoppers about the health benefits of fruit and veggies. Every marketing touch point is an opportunity to create messaging that not only differentiates your brand, but drives sales.

This recent newsletter illustrates how you can combine classic B-B sales strategy with a holistic message. And who doesn't love the fact that a delicious slice of watermelon can promote heart health and help prevent cancer?

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

How often do you have the chance to share a bottle of wine and have conversations that will save lives? Maybe this is a recipe we should embrace.

The Minneapolis Heart Institute Foundation (MHIF) is doing just that. As the head of a Minneapolis advertising and marketing agency that specializes in wellness, social change communication, LOHAS marketing and progressive causes, I partnered closely with MHIF leaders to craft a movement that is as fun as it is lifesaving.


The result? Launched about a week ago, the movement has already begun. An overwhelming number of those attending the dinner where the initiative was announced have already begun opening their homes and their hearts to educate and activate change around heart disease. To host your own wine dinner, go to the Minneapolis Heart Institute Foundation website or contact Toni Knorr, tknorr@mhif.org.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

The fireflies are back. I can see them by the hundreds flitting about in the meadow behind my studio. Each shines a light. Together they light up the night.

That's the brand promise behind my agency, firefly180 marketing—a firm that specializes in leveraging the power of the marketplace to create social and environmental change. We're experts in organic branding, green marketing, renewable energy marketing, LOHAS marketing and social change marketing.

So whether you're based in LA, Rome, Boulder, NYC, Hong Kong or Timbuktu, let your light shine. At firefly180, we're ready to help you spark change.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

I recently returned from a three-day silent retreat. I have to admit, I've always wanted to step into silence, but have generally found lots of noisy reasons not to.

What I discovered, uncovered and embraced during this time of introspection, meditation and simply being, was the power of my voice. Which is kind of ironic, since no speaking was involved.

Each of us has a story to share. A song to sing. A mission to fulfill. We often find lots of reasons why we need to put it off just a bit longer. To ignore the whispering of our souls. To lose ourselves in the cacophony of our minds.

Marketing is a lot like that. It can be a lot of noise. It can be distracting. But as a leader in green marketing, social change marketing, renewable energy marketing and organic marketing, I know from experience that good marketing holds a clear, steady, singular voice. It shines a light. It doesn't diminish. 

In a world filled with lots of noise. I encourage you to go inward toward the silence.  Find your story. Discover your truth. And tell it. Share it. Be it. Live it.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

If you haven't tried the most delicious and nutritious flax seed cracker on the planet, go buy a box now! flackers are the brainchild of Dr. Alison Levitt, a MD with a mission.

I met Dr. Levitt several years ago, when she worked with our family by prescribing a regime of herbs and supplements during a time when my son was in the midst of a health crisis. This wise and wonderful  physician was then in the midst of creating what would soon become the flackers brand by whipping up recipes and using a food dehydrator to "bake" them. They were amazing. Now you can try them too.

As a leader in organic marketing, branding, social change communication and green advertising, I can tell you without a doubt that Alison Levitt is the real deal. Don't forget to check out the flackers website along with Dr. Levitt's blog.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.