30th SOF Co-responsibility for the future

The biggest annual advertising event in Slovenia SOF (the Slovenian Advertising Festival), with this year’s main theme SUSTAINABILITY hosted a great line-up of speakers introducing and discussing their sustainable business models/practises focusing on the role of creatives in all areas from design, innovation to communication.

At the height of the greatest environmental and social changes in decades, SOF focused on exploring the co-responsibility of brands, the media and agencies in these changes, to better understand their role in co-creating our common future. In the companies, the search for a balance between economic growth, the social good and the environment is still often expressed only in occasional donor or sponsorship activities. The key is the mental leap we all have to make - that social responsibility goes beyond all these stereotypical (market) activities and that with its effects on society and the environment it has a direct and measurable impact on the value of brands and thus companies.

Ladeja Godina Košir hosted an insightful talk with the President of the Republic of Slovenia Borut Pahor in her segment Sustainable leadership – secrets from behind the political scenes. The spotlights love new faces – but who are the “marathon runners” - leaders who manage to stay and keep the pace through all the changes? How to “burn” and not burnout? How to earn and nourish the trust of people? What kind of communication do we need to lead the green transformation of the EU?

As the President pointed out, it is time we stop making changes to adapt the world around us, and look inside and learn to change ourselves, our thinking and behavior.

Once again, it will be the creativity, leadership, communication, collaboration and co-creation that will help us to transform the current and future climate and health crises and turn them into new opportunities.

We invite you to watch the full interview (in Slovenian language!) here.