COMMUNICATION IS NOT SIMPLY A SUPPORT TO SALES ACTIVITIES, IT IS AN ESSENTIAL STEP IN DEFINING THE FIRM'S ETHICAL IDENTITY. COMMUNICATION BECOMES A VALUABLE INTERACTION WITH THOSE WHO SHARE THE SAME COMMITMENT TO ENVIRONMENTAL ISSUES. HENCE, ADVERTISING & BELOW THE LINE BECOME INDISPENSABLE ELEMENTS IN THE ARTICULATION OF A SIMPLE, COMMON LANGUAGE THAT AIMS ABOVE ALL TO BE EFFECTIVE.