The Great Reset

The Great Reset is a cultural movement to maintain the positive environmental behaviours developed during lock down and embed these in society. As an industry we need to ‘reset ourselves’, ‘reset our work’ and ‘reset our impact’. According to a OnePulse poll taken last summer, 77% of people think it is the creative industry’s responsibility to encourage people to behave more sustainably, as we have during lockdown. Only 23% think advertising should encourage people to consume, shop and fly like before.

Led by the Purpose Disruptors, over 7 months between April and October 2020, more than 700 individuals and agencies collaborated to create a white paper, launch film and digital hub. A creative competition attracted 160 entries to an open brief. 8 winners produced work which formed a national campaign in donated media space (outdoor, press, radio and digital) reaching an audience of 18 million people.

In June 2021, The Great Reset won the award for Collaboration: Best Environmental Cause Campaign at the Purpose Awards EMEA hosted by PR Week, Campaign and Third Sector.