Ad Execs Unite Behind #ChangeTheBrief Alliance For Earth Day 2022



More than 5,000 advertising executives and senior leaders from agencies including Mindshare, TBWA Mediabrands and Omnicom Media have set aside their professional differences to get behind Earth Day sustainability efforts.

The advertising army will work its magic on shaping consumer behavior to encourage lifestyle shifts that will deliver more sustainable forms of living. Operating as the #ChangeTheBrief alliance, the pan-industry not-for-profit partnership draws upon the expertise of Adam&Eve, OMG UK, AMV BBDO, M&C Saatchi and Oliver to reposition society in ways that will limit future temperature rises to within 1.5C.

Convened and operated by Purpose Disruptors, the initiative sees participants offer staff time to train on an online learning and community platform dedicated to finding ways to solve the climate crisis by harnessing creativity and communication skills.

The ambitious goal is made all the harder by a commitment to ensure we all continue to ’live thriving lives’ without sacrificing life’s luxuries.

The alliance follows the publication of a UN IPCC report warning that the world must act now with conviction and haste if we are to have any hope of limiting the worst effects of a runaway greenhouse effect.

The Drum has compiled a list of all the best brand activity conducted during Earth Day 2022, including YouTube’s Non-Fungible Planet campaign highlighting the irreplaceable nature of the cosmic ball we call home.



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