For example, many recent corporate advertising campaigns have focused on environmental issues and social responsibility. A socially responsible corporate image association portrays the company as contributing to community programs, supporting artistic and social activities, and generally attempting to improve the welfare of society as a whole. An environmentally concerned corporate image association projects a company whose products protect or improve the environment and make more effective use of scarce natural resources. We consider corporate responsibility in more detail below, and Brand Focus 11.0 looks at the broader issue of cause marketing, in which British Airways has been a pioneer