Sustained business management and growth through appropriate communication technology


Awareness Campaign takes a consumer’s eye view of project management, organization growth and communications solutions for start-up, turnaround and ongoing marketing and publishing campaigns.

Appropriate communication technology

The idea of “appropriate technology,” is one of the few good things to come out of the 1970s. We think that as people grow to realize the need to conserve and extend resources, more individuals and organizations will embrace the idea. We also have found it an extremely useful concept to apply to our work in helping companies achieve success in communication.

In short, “appropriate communication technology” is:

* Focused on employing the optimal mix of capital-intensive, hardware/software-intensive and labor-intensive solutions in external and internal organizational communications.

* Dedicated to sustainability — of the message, the media and ultimately the organization.

* Designed to consider environmental, cultural, social and ethical aspects of a project as well as the all-important financial aspect.

Yes, appropriate communication technology is derived from the term “appropriate technology” as developed in the 1970s. That movement described simple technologies suitable for use in developing nations or less-developed rural areas of industrialized nations. (For a full discussion, see

Mahatma Gandhi is credited with founding the systematic implementation of appropriate technology when he advocated rural technology during 1920s to help India’s villages become more self reliant.

E. F. Schumacher, who was very strongly influenced by Gandhi’s philosophy, took Gandhi’s village-development model further and coined “intermediate technology” in the early 1970s. Schumacher’s book Small is Beautiful became very popular on college campuses and started the appropriate-technology movement in the United States.

Gandhi and Schumacher primarily discussed “hard technologies” — those that deal with water wells, industrial infrastructure, energy production and use, etc. But we believe, along with other theorists, that similar principles can be applied to “soft technologies” like communications, social participation and organizational structures.

To learn more about our business communication philosophy, with some concrete examples of how your business could benefit, call for our whitepaper, Sustained business growth through appropriate communication technology.

Set your Twitter account name in your settings to use the TwitterBar Section.