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terms of the intersection of EOCC principles and the one principle I'm really thinking about is the dignity of the person. So whether you're an employee, a client, a competitor, um or like a funer, there's a way for marketing to like add and convey dignified work and dignity within the people that are working in the organization or the organization that you are those who you're serving or service that you're providing. how I've heard this called um is assetbased framing.

So it I remember speaking to the marketing team at Carara when we were putting out vignettes of like in terms of our end of the year report or our our business um in review and just needing to share with stakeholders. So important that the framing of the individuals whom were who were impacted by the services of the organization that that they were that they were framed in a way that really elevated their assets that they were not someone to be saved, not someone who was a problem or coming from a background and like what a problem and what you know and we're coming in to fix it.

There's so many ways that I think marketing can really um perpetuate the types of narratives that hold the problem in place. I think it is incumbent upon especially within marketing and PR and like where you're externally um sharing about your work or sharing about the business. I think marketing is like has the power to really um perpetuate a message and put out a message that can be like supportive of the change that you want to see or can hinder the change that you want to see simply by how you frame the the work that you do and who you serve.

And so often to get at people's hearts, it's easy to frame someone from a deficit and what they didn't have and now they have it. but more like they've always had it and the system was not supporting their ability to thrive and they helped us understand and see like you know there's I think just different ways to show real collaboration um and balanced relationships and really the value that people