Ellen MacArthur Foundation appoints Good Relations for retained comms brief

Bell Pottinger brand Good Relations has been appointed to launch a foundation for Dame Ellen MacArthur and support her work around sustainability issues.

New support: Ellen MacArthur Foundation
New support: Ellen MacArthur Foundation
MacArthur, famous for sailing solo around the world, established the Ellen MacArthur Foundation to help find new solutions to dwindling natural resources.

Jamie Butterworth, CEO of the Ellen MacArthur Foundation, said: ‘Sailing solo around the world, Ellen realised that her record breaking achievement was not only the culmination of one dream but the beginning of another.

‘She knew first hand that a finely tuned racing boat cannot waste even an ounce of resource and it became very clear that the same applies to the world we live in.’

Butterworth said that the foundation believes tackling this issue is not just a question of using less and less to make finite resources last a bit longer, but that a complete rethink is necessary. It proposes a system whereby resources are no longer being used up but rather used as part of a ‘closed loop system’.

The Ellen MacArthur Foundation is designed to help further this vision in education using case studies from business so that the next generation of students, and therefore business people, will have both the knowledge and the framework to help achieve this.

Good Relations will work on the account on a retained basis after supporting the launch of the foundation earlier this month.

Good Relations’ media director Malcolm Munro will lead the account. He said: ‘Ellen is a legend in sport and now she is embarking on an entirely different journey and we are very proud to be part of it.’

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