There can be no disputing the reality that people’s habits have shifted during the coronavirus crisis and as a result of the nationwide lockdown. The reduction in commuters travelling to work, holiday makers flying around the world and cars out on the roads has left our cities with cleaner air and the river waters clearer than they’ve ever been.

The Great Reset was founded by industry collective the Purpose Disruptors, it calls on the creative industry to continue to encourage the environmentally positive behaviours which emerged during lockdown. And now the initiative has launched their creative brief, written by BBH’s Chief Strategy Officer Will Lion, who believes that; “this might be the most important brief you ever work on”.  

The brief asks that the industry designs a campaign to celebrate the accidental climate heroes of Britain and encourage them to make the label a badge of honour. It invites those who have already signed up to the initiative, including over 170 industry figures, as well as anyone with a view to shifting the narrative around the environmental crisis to take part.

In an industry first, the creative ideas submitted to The Great Reset will be judged by D&AD New Blood Academy. Over 200 students from the academy, supported by experienced mentors from the UK’s top agencies, will be selecting the best creative work, which will then be showcased across a range of  media platforms. It aims to give the power to the next generation to choose the campaigns that will positively impact their future. 

The Great Reset has also secured a ‘media hamper’ to amplify the winning creative ideas, which  includes media space across print, digital, OOH, radio and social. Pledges of support have come from organisations including Mindshare, The Independent, The Mail, The Metro, Global Radio, Stylist, WeTransfer and ClearChannel.

Lisa Merrick, Co-Founder of The Purpose Disruptors, explained: “The Great Reset is an invitation for the industry to use its creativity to reset its role in society. Our research showed that 77% of the UK population thought it was the responsibility of the advertising industry to maintain the positive environmental behaviours we experienced during lockdown. Only 23% thought it was our responsibility to encourage people to consume like we did before.”

The Great Reset’s creative brief offers the creative industry the chance to reframe what it means to be a climate hero. It also grants the next generation the power to make decisions about their own future, rather than watching those more senior than them decide on their behalf. If we are going to combat the climate crisis, everyone needs to feel empowered to use their voice and to stand up for change.

Visit The Great Reset’s website to access the brief and submit work. Virtual group briefings will be held on Wednesday 12th August and Monday 17th August via Zoom, while the submission deadline is 31st August 2020.