A not-for-profit communications manager — usually overworked, almost certainly underfunded — tells me about their last agency relationship. The work was fine. The team was nice. But somewhere along the way, the strategy stopped feeling like it was really about them. Scopes crept. Timelines slipped. And every meeting felt like it was teaching the agency from scratch, why their mission matters.

This isn't a criticism of those agencies. It's a structural problem. Traditional creative agencies are built around profit margins, and not-for-profits don't fit neatly into that model. The budgets are smaller. The approval processes are slower. The stakeholder maps are more complex. And the work, when it's done well, needs to do something that most commercial advertising doesn't: change behaviour, shift attitudes, or move people to act on behalf of someone they've never met.

‘Smoke Kills’ has been created by Silver Lining, with a paid campaign from Alchemy One across out-of-home, social and digital, directing people to smokekills.com.au to sign a petition to ban all new coal, oil and gas projects, and legislate national restrictions on the advertising and sponsorships of these products.

B Corp Month is here. It’s B Corp Month for 2023, and this year’s theme is ‘We Go Beyond’.

Silver Lining has become the latest Australian company to be recognised as a B Corp. Here’s is their story.

A business doesn’t need to try hard on a proposition if you live the values that you wrote in your business plan. If it’s purpose driven, it’s pretty intuitive. Your proposition becomes your Mission. An honest commitment to uphold the values you outlined to the world, behaving as an ethical and responsible business.

Silver Lining has become the latest Australian company to be recognised as a B Corp, one of a handful in the creative and advertising industry to achieve the standard.