• by Richard Whitman , Columnist, January 10, 2017

IPG has released a new video in conjunction with the holding company’s support of UN Sustainable Development Goal #6 -- ensuring access to water and sanitation for all -- which the company adopted as part of the Common Ground Initiative launched this past summer at Cannes. 

The video focuses on the importance of access to water and sanitation and highlights some of the work IPG has done such as partnering with clients and NGOs in this area. Featured cases include client partnerships focusing on hand-washing and hygiene; bringing the sport of rowing and water education to the Kafue River in Zambia, and partnering with Stella Artois and Water.org to raise awareness and funds for those without access to clean water.

Of IPG’s role in the effort, IPG Chairman and CEO Michael Roth said: “Our investments in sustainability align with the values of our clients and consumers. The UN Sustainable Development Goals, and specifically water and sanitation, sit at the center of so many global issues. Due to population growth and development, there’s not enough sufficient clean, safe water to meet what’s needed on a global basis.

“This scarcity impacts families, and ultimately economic and political stability, which affects businesses like ours as well as the quality of life for millions of people around the world. Advertising is a powerful tool, and we are proud to do our part in raising awareness around this issue, and in making a difference in the communities where we live and work.”

With the launch of the Common Ground effort at Cannes this year, IPG committed to supporting SDG#6. Common Ground is a collaborative effort by large advertising and marketing holding companies to support the UN Sustainable Development Goals.

IPG has formed a team that pulls from the holding company’s many disciplines and divisions. In addition to IPG corporate entities, the effort includes teams from Carmichael Lynch, Golin, The Martin Agency and Weber Shandwick.

The team is currently developing a new campaign aimed at raising awareness of issues related to water and sanitation. Additionally, IPG will focus its volunteer initiatives to align with its commitment to SDG#6 in a way that will form additional community partnerships aimed at creating employee engagement around the effort.