# Culpable Communicators The Antidote Collective Gives the PR Industry a Conscience By Romina S. Cortellucci | Published 2012-05-22 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/antidote-collective References: [antidotecollective.org](http://antidotecollective.org/) Our world is driven by the mythmaking public relations industry that prevents us from distinguishing reality from simulation and the [Antidote Collective](https://www.trendhunter.com/trends/superfood-chocolates) are a group of communicators set on breaking the hyper-reality. In doing so, they are making a better world by providing a socially conscious sustainable approach to communication. The New York-based company was founded by Scott Tillit. Tillitt has over fifteen years of experience in the communication industry and after years being a cog in the choose to create collective choosing unlike most traditional agencies to, “promote people and planet over profit.” The Antidote Collective clients are nonprofits, foundations, citizen groups, social entrepreneurs and thinkers. The company offers their cooperative hand in providing these varying groups a strategy in communicating their message and finding the right audiences. Some of their clients include the Brooklyn Public Library, [Rainforest Action Network](https://www.trendhunter.com/trends/rainforest-restoration-lab) and ForestEthics. **Contact Information** Antidote [website](http://antidotecollective.org/) Founder Scott Tillitt on [Twitter](https://twitter.com/#!/bluehwyflaneur) ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 2% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Key Themes Behind This Trend - **Conscious Communication:** Disruptive innovation opportunity: Develop communication strategies that prioritize social and environmental impact over profit. - **Sustainable PR:** Disruptive innovation opportunity: Integrate sustainability practices into public relations efforts, promoting eco-friendly messaging and actions. - **Collaborative Messaging:** Disruptive innovation opportunity: Foster collaboration between nonprofits, foundations, citizen groups, social entrepreneurs, and thinkers to amplify collective messaging and impact. ### Where This Applies - **Public Relations:** Disruptive innovation opportunity: Rethink traditional PR approaches to prioritize ethical, social, and environmental considerations. - **Nonprofit/ngo:** Disruptive innovation opportunity: Embrace socially conscious communication strategies to effectively engage and mobilize supporters while advancing the organization's mission. - **Environmental Advocacy:** Disruptive innovation opportunity: Utilize innovative PR techniques to raise awareness and drive action for environmental causes, bringing attention to urgent issues. ## Related on Trend Hunter - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Disaster Relief-Supporting Pr Initiatives](https://www.trendhunter.com/trends/publicity-for-good.md) - [Purpose-Driven Brand Contests](https://www.trendhunter.com/trends/publicity-for-good1.md) - [Human-Centric Marketing Agencies](https://www.trendhunter.com/trends/literal-humans.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md) - [Branded Social Impact Initiatives](https://www.trendhunter.com/trends/community-to-the-people.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Anti-Plastic Hynotherapy Sessions](https://www.trendhunter.com/trends/cano-hypnotherapy.md)