WHAT IS #ChangeTheBrief ALLIANCE?
#ChangeTheBrief Alliance is a not-for-profit partnership between agencies of every size and type – media, creative, design, PR – and their clients, learning and acting together to directly address the challenge of the climate crisis by promoting sustainability via every channel available to them.
The Alliance provides an on demand and face to face learning programme and community to all of its members, offering insights and expert advice at a category level on how we can adapt our work to promote more sustainable choices and behaviours in line with a zero-carbon world.
Alone, agencies will struggle to make a difference, but together we’re a formidable force that has the expertise to disrupt, influence and initiate real change. And that could make a real difference to attitudes, lifestyles, behaviours and ultimately, our future on the planet.
The idea of #ChangeTheBrief originated with Mindshare, who asked Purpose Disruptors to help move it from a single agency initiative to the collective power of the entire industry working together via #ChangeTheBrief Alliance.
WATCH OUR INTRODUCTORY VIDEO
LEARNING PROGRAMME
The Alliance provides an on demand and face to face learning programme and community to all of its members, offering insights and expert advice at a category level on how we can adapt our work to promote more sustainable choices and behaviours for the greater good. We are initially focusing on the food, fashion and energy sectors with further categories to be added throughout the year.
FOOD
Learn about the challenges and opportunities in bringing about a sustainable food and drink sector.
FASHION
Fashion is part of the fabric of our culture. This makes it a great case study for all that needs to change. Learn the role communications can play in bringing about change.
ENERGY
Learn what it’ll take to have net-zero energy, and the culture and behaviour change you can bring about.
TECH & TELECOMS
Learn more about how the technology and telecoms sectors have huge potential to help all parts of society to fight the climate emergency.
HOW TO JOIN
#ChangeTheBrief Alliance presently offers two levels of annual membership for networks, agencies, media owners and client-side organisations for them to pass on to their employees.
- Level 1 provides access to an online, on demand, learning programme and community.
- Level 2 provides in person workshops and sector level expert consultancy for nominated account teams.
We also offer access to level 1 content to our industry’s freelance community for a small annual fee
DELIVER ON ACTION 5 OF AD NEW ZERO
In 2020 the UK Advertising Association launched Ad Net Zero acknowledging the need for advertising as a sector to respond to the urgency and scale of the climate crisis. Ad Net Zero proposes action on 5 fronts: business operations; production; media choice; awards and events; and most importantly using advertising’s positive influence to promote more sustainable consumer choices and behaviours. #ChangeTheBrief Alliance provides the knowledge and insight that will enable agencies to deliver on action 5.
