our vision

Change the industry for good forever…

 
 

Our VISION: 

To reshape the advertising and marketing communications industry to only promote attitudes, lifestyles, behaviours and brands aligned with a net zero world by 2030.

In doing this, the industry and people in the industry will take full responsibility for its output and impact, and will help create the society which the science says we need to be living in. 

We are aware that this is a daunting task, but we believe it is the necessary one. We need to change our industry for good, forever.

Our MISSION:

To create a visible, large scale movement within the industry, working together to make the necessary transition to meaningfully tackle climate change.

Our approach:

There are many ways to create change. Our philosophy is that in order to create lasting change, that change has to come from within the existing system.  To do this, we believe that people in mainstream agencies need to drive change themselves, and use their skills to create a different future.

Change the people.  
Change the industry.  
Change the output.  
Change society.

Our beliefs:

We work according to a set of key beliefs which we have all experienced:

  1. Once people become aware of the severity of the climate emergency and their connection to it, people feel they can’t not act 

  2. People in the industry have a strong yearning to do more good and to take action from where they stand

  3. There is a desire to discuss and resolve tensions between what the job requires and the world they want to contribute towards.  

  4. Making changes in one’s role is difficult and individuals need allies, community and support

  5. Meaningful change is possible, but it can create uncertainty and unpredictability

 
Create & Strike

Create & Strike