GREEN BAY, WI, January 16, 2006 — Dr. King once said that each of us has to decide whether we “…will walk in the light of creative altruism or the darkness of destructive selfishness.” Life’s most persistent and nagging question, he said, is, “What are you doing for others?”

On Monday, January 16, 2006, Arketype made its decision in support of creative altruism. The decision began by declaring Martin Luther King, Jr., Day as an official annual holiday for its office. But instead of a day off, it was a day “on” as the firm’s employees volunteered their time and energy in direct service to others.

Arketype staffers promoted messages of respect, tolerance, and peace as they spent the morning reading stories to third- and fifth-graders in area elementary schools. Books about Dr. King and on diversity were then donated to the schools’ libraries. Additional Arketype associates dedicated their afternoons to working with the St. Vincent de Paul Society.

To further raise awareness of Dr. King’s legacy, Arketype created a poster containing a message of peace, which was distributed it to clients, school children, and teachers throughout the Green Bay school district.

"Advertising is more than just promoting products," said Jim Rivett, Arketype Creative Director who explained that the poster was intended to inspire a dialogue on the life and philosophies of Dr. King. "Creativity can inform, educate, and change the direction of a community."