Insight Creative Communications

ALIGNING INDUSTRY WITH THE THREE PILLARS OF THE OLYMPIC MOVEMENT, in order to enhance and communicate Corporate Social Responsibility performance in Canada.

Insight Creative Communications (ICC) represents select organizations of Canadian industry by supporting the Vancouver 2010 Bid Corporation's stated goals and objectives, specifically by “Creating sustainable economic and social benefits from hosting the 2010 games” and “Advancing sustainability thought and practice.”

In addition to a commitment to the traditional Olympic ideals of sport and culture, ICC believes a substantial opportunity exists for industry leaders to align themselves with the Olympic Movement's third pillar, the environment. Consistent with the messaging of the 2010 Olympic Committee, ICC represents clients from the private sector, positions them as global industry leaders in Corporate Social Responsibility, and communicates their message to the world.

Recognizing that individual psychological and physical balance requires a healthy and balanced environment, the IOC has included the environment as the third pillar of Olympism. In addition to sport and culture, the Olympic Movement is committed to:

I Improving socio-economic conditions.

II Conservation and management of resources for sustainable development.

III Strengthening the role of the major groups.

Following the Earth Summit held in 1992 in Rio de Janeiro, in 1999 the IOC adopted its own version of Agenda 21 (a declaration that proposes measures that seek to promote sustainable development).

CONSISTENT WITH THE OLYMPIC VISION OF PROMOTING SUSTAINABLE DEVELOPMENT the Vancouver 2010 Bid Corporation reiterated the message of the IOC. Arguing that the “Olympics provide an ideal opportunity to showcase sustainability,” Vancouver expressed its commitment to a solid sustainability policy. With an estimated TV audience of half the global population, Vancouver, British Columbia, and Canada have an ideal opportunity to introduce the world to the economic and environmental stewardship of their leading industries.

Corporate Social Responsibility (CSR) is to industry what Agenda 21 is to the IOC. CSR is the private sector's pursuit of sustainable development. Industry is facing increasing pressure from stakeholders to pursue the triple bottom line. In the new economy, the firms capable of minimizing the environmental impacts of their activities are building competitive advantage around their good corporate citizenship. The integration of economic, social, and environmental outcomes increases corporate value and consumer loyalty, thereby strengthening share value.

As 2010 approaches and conscientious industries respond to the protocol of CSR, a unique opportunity arises for the private sector to partner with the IOC and its Agenda 21 guidelines in the pursuit of all three pillars of the Olympic Movement, including the environment.

Business and industry must meet the challenge of this once in a lifetime opportunity by communicating their responsibility and commitment to the global community.