In January BETC made its CSR responsibility abundantly clear in a statement that detailed its CSR strategy around four main areas, daily life at work, core business, commitments and culture.

Now the agency has found a like-minded client, creating the launch campaign for trimestral magazine, So Good. The magazine targets people who want to change the world—whether it be for a more equal society, a fairer world or a humanity that is more respectful of the environment and promotes the activists, philosophers, volunteers, movement leaders, projects, idealists and citizens determined to make the world a better place.

BETC’s campaign is built around powerful images that underline the unapologetic statement, If this world suits you, don’t read us.

“In the context of recent events, it is now clearer than ever that we are at a crossroads in defining the future of our planet. So Good’s mission is undoubtedly relevant, as it encourages citizens towards positive and lasting change,” the agency said in a statement.

The magazine became available in French newsstands on June 4 and was created by independent press group, So Press, and crowdfunding pioneer, Ulule.

Credits:

Agency: BETC
Executive Creative Director: Stéphane Xiberras
Creative Director: Olivier Aumard
Art Director: Jonathan Baudet-Botella
Assistant Art Director: Joachim Touitou
Copywriters: Olivier Aumard & Clara Lafuente

Client: So Good (So Press + Ulule)
Brand Management: Franck Annese, Loïc Yviquel, Laetitia Olivier, Eric Karnbauer, Hélène Coutard, Laurent Burte & Xavier Pouleau