Reflection on Ethics & Leadership
Ethical considerations were a key pillar in the development of Garmin’s inReach campaign. Across the three mockups, authenticity and transparency were integrated to deliver responsible storytelling that avoids misleading claims and fear-based marketing. Specifically, the narratives used in the Instagram Reel and the blog article were tailored to highlight the risks associated with outdoor activities while emphasising Garmin’s ability to provide a reliable and accurate solution for facing those challenges safely and confidently. In contrast, the Facebook visual focuses on a promise of maintaining communication even in remote areas with no signal (Garmin,2026), which effectively reflects the technological capabilities of Garmin.
In terms of inclusivity, the content is designed to suit a wide range of outdoor enthusiasts who value exploration, regardless of their level of experience. Sustainability was also taken into consideration in the development of the Garmin inReach campaign. In particular, the blog article aligns with the United Nations Sustainable Development Goal 3 (Good Health and Well-Being), as it highlights the importance of emergency communication technology in protecting individual safety and enabling rapid rescue response in life-threatening situations (The Global Goals,2026).
This portfolio demonstrates strategic leadership by leveraging audience insights and storytelling to support Garmin’s mission of promoting safety, reliability, and confidence in an exploration environment. The conducted engagement analysis helped identify the most appropriate content formats for delivering emotionally driven narratives, while also addressing engagement issues on underperforming platforms such as Facebook.