Purpose Awards EMEA 2021: Collaboration - Best Environmental Cause Campaign

WINNER: The Great Reset by Purpose Disruptors.

Purpose Awards EMEA 2021: Collaboration - Best Environmental Cause Campaign

Purpose Disruptors was founded in 2018 as a networking group for people in the advertising and marketing communications industry to come together to address the biggest of all environmental causes, the climate emergency.

Recognising that lockdown was having a positive effect on carbon emissions, Purpose
Disruptors set out to encourage the advertising industry to help maintain this reduction, both
within the industry and ultimately in wider society as it emerged from lockdown. It wanted to
increase industry awareness, demonstrate the importance of collaboration at scale and raise
levels of national awareness.

The resulting campaign, The Great Reset, was put together in collaboration with media
owners, creatives and influencers and based around recruitment, engagement and
movement. It was launched by Ellie Goulding via a film and a digital hub, which helped
collate pledges of support from creatives willing to respond to an open brief and influencers
wanting to spread the word amongst their professional networks.

Other collaborations resulted in The Great Rest securing donations of media space and the
production of a creative brief, with a proposition celebrating 'Accidental Climate Heroes',
which attracted 160 creative submissions.

The campaign demonstrated collaboration at scale: over seven months, over 700 people
from within the industry came together to create The Great Reset, attending meetups,
contributing creative ideas, content, influence and expertise. The campaign also reached an
audience of 18 million people and trade press coverage was widespread.


Vince and The Daily Express by Borkowski for Dale Vince

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