Dublin youth specialist agency Thinkhouse is among the companies from across Ireland and the UK’s creative industries to come together to launch The Great Reset, an initiative that hopes to maintain and promote the positive behaviours and environmental shifts created during lockdown. Global emissions are down by seven per cent since lockdown began.
The UN says the emissions fall is the same yearly reduction needed to keep global warming to 1.5 degrees. As the world starts to ‘reopen’ and return to a ‘new normal’, there is a small yet urgent window of opportunity not to let progress slide. OnePulse research shows that 77 per cent believe there is a onus on adland to urge people to behave more sustainably.
The Great Reset has been launched by the Purpose Disruptors network. It aims to provide a chance to ‘reset’ and create work that is in the best interests of both mankind and the planet’s future. The movement is adopting a collaborative approach involving over 200 people from such agencies as Iris, Wieden + Kennedy, McCann and Gravity Road.
Launch partner D&AD is integrating the idea it into its New Blood programme. The initiative calls for other people and agencies in the advertising, marketing and creative industries to pledge their support and #createthereset. Pledges include donating free media space, offering up creative time in response to creative briefs and promoting the campaign.
The launch film and website, created and produced by Iris, act as a call to arms for the industry to use its creative power to reset how we live. To keep its environmental impact to a minimum, the film was created in-house, completely out of stock imagery. The website, https://greatreset.com/, enables people access resources and pledge support.
It is accompanied by a white paper written by strategists at Gravity Road and Thinkhouse. The launch is supported by virtual Great Reset gatherings’ held daily from from July 8 to July 16. The 90-minute sessions hosted by The Purpose Disruptors will provide a chance to learn, ask questions and understand how they can help and get involved.