https://www.changethebrief.org/home daily 1.0 2026-02-11 https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/00dcd8c1-7122-4853-8427-6dcbaad5ec11/1.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/62385b46-7e8f-4018-8d71-080750dfcfdc/2.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/2a5f2a1b-a4d5-4765-b2ba-ba4404adef37/3.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/8e5da449-727d-4cba-947d-31fba18d741d/4.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/f17acc14-31e0-4d20-acad-4aac634ba3f0/5.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/85a81fe2-4c9b-4319-b77d-f9e07cd6cb57/6.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/27a7b3fa-354c-4111-8464-27748a49a409/8.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/38055795-6369-434a-8e23-204811dda117/11.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/6502cf2c-0381-4f0e-b644-82d29f843ec5/13.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/0d9d7020-bc94-4b8f-b932-4da8dd8e7488/12.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/824a839c-d718-4dc7-aa25-dc2a1e977104/15.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/2daedf17-3ee7-4eac-a178-1fd58a018d16/10.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/dd822dc5-315d-4b90-ad60-be693c3cd3ff/9.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/baea23e2-c7c2-478f-a711-0e5f9084c784/CTBA+New+Quotes+.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/35887a4c-53c7-4084-9827-62c896278892/16.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/95a23a41-a61b-494c-9faf-9b4f2fc0d6f3/14.png HOME https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625765194952-6H25139I0OCYXW4VKLQQ/CTB_Alliance1.png HOME - WHAT IS #ChangeTheBrief Alliance? #ChangeTheBrief Alliance is a partnership between agencies of every size and type - media, creative, design, PR - and their clients, learning and acting together to directly address the challenge of the climate crisis by promoting sustainability via every channel available to them. The Alliance provides an on demand and face to face learning programme and community to all of its members, offering insights and expert advice at a category level on how we can adapt our work to promote more sustainable choices and behaviours. Alone, agencies will struggle to make a difference, but together we’re a formidable force that has the expertise to disrupt, influence and initiate real change. And that could make a real difference to attitudes, lifestyles, behaviours and ultimately, our future on the planet. The idea of #ChangeTheBrief originated with Mindshare, who asked Purpose Disruptors to help move it from a single agency initiative to the collective power of the entire industry working together via #ChangeTheBrief Alliance. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632057380188-J6O3N07KDG66J67JFXL3/quote1_purple.png HOME - DELIVER ON ACTION 5 OF AD NET ZERO In 2020 the UK Advertising Association launched Ad Net Zero acknowledging the need for advertising as a sector to respond to the urgency and scale of the climate crisis. Ad Net Zero proposes action on 5 fronts: business operations; production; media choice; awards and events; and most importantly using advertising’s positive influence to promote more sustainable consumer choices and behaviours. #ChangeTheBrief Alliance provides the knowledge and insight that will enable agencies to deliver on action 5. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632068102420-PB1H7CFPQOBXUW7ZN7SZ/category_food3.jpg HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632065343838-5F4XWS6MV7VRG3OSA3HS/category_energy.jpg HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/141da786-c259-464d-948e-b07ebdf4f7d5/category_tech-telecom_LR.jpg HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632066608467-LZVWBPRD4T61MR772SKP/category_fashion.jpg HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632059407741-0POYX0WNFOICY2EER3L1/community1.jpg HOME - COMMUNITY All members are given access to a pan industry, peer to peer, online community hosted by Circle where they will be encouraged to share, support each other, discuss challenges and offer useful insights. Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/05e66f44-ac19-4d44-9d21-c6005f0a3e6d/Wieden%2BKennedy.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/d1344760-1973-48aa-bdf5-db2af627e9d7/CTB_Alliance_members_Oliver.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/254a7ce1-97d8-44d0-8fc5-e27933c579cf/saatchiandsaatchi.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/6e8f34f4-2c40-449c-80da-7c447e86338a/CTB_Alliance_members_tripadvisor.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/7cf031ab-454d-4c81-bea3-3f56134e0580/brayleino.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/b3a67ef0-2a61-4f8c-ac9d-b25962fb4217/TMW+unltd.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/d55f7dbf-c501-44a5-aa63-e9c1321db40a/BFS.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625753496767-7F4HGYM962U9OHIQHSKW/CTB_Alliance_members-Omnicom.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/b16f886b-fbda-4057-8933-d1cc39eaaa81/CTB_Alliance_members_BT-Group.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1e5b4e9d-545f-4516-b906-04e86576c54e/CTB_Alliance_members_NEXT15.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625755800141-CUI064FIZHFMS3WUBHVE/CTB_Alliance_members_logos_omnicom.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/56e04780-1659-47e6-8746-5ed8b82952a0/vccp.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625763396124-SSTQ83AQE6ZUN10M1DBP/CTB_Alliance_members_AA.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625763416612-624XIGDJ61FHIZUB0MLW/CTB_Alliance_members_ADNetZero.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/a0e1cfbd-4b68-4704-bf08-9661f1b4d8a0/CTB_Alliance_members_Mindshare_new.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/2a4d04df-51f8-4b8c-860a-283cba2cbbe7/PD-Logo-1-Black+%285%29.png HOME - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.changethebrief.org/learn daily 0.75 2023-06-27 https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632239842472-X1AIKAS9HN5SFATUWMBC/community_join-the-alliance.png LEARN - A TIERED APPROACH TO LEARNING We recognise that individuals may be at very different stages in their awareness and understanding of the climate crisis and the role they play within it. The #ChangeTheBrief learning programme offers a two tiered approach: https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625614788801-E8FQM7INO7A2C7EOEPUF/Collage4bb_crop.jpg LEARN - LEVEL 1 The Level 1, self serve, online training programme aims to: Stimulate awakening Enable access to expertise Create sustainability confidence Participants will be given access to our learning hub with pre-recorded sessions providing deep dives into key sustainability issues by category such as food, fashion and energy as well as access to the peer-to-peer digital community. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625614301676-EMXY2JQYNN34QA0HAS9M/Collage4aa_crop.jpg LEARN - LEVEL 2 The Level 2 face to face offering aims to work with account teams to continue to build on the access to expertise and subject matter confidence gained in Level 1 as well as: Embed sustainability thinking within account teams Learn and apply to live briefs Selected account teams will be offered face to face facilitated learning experiences on live or recent briefs. A small number of willing participants will be invited for additional training as #ChangeTheBrief champions across different disciplines acting as ambassadors for the Alliance and its principles within their agency or network. To benefit from a shared knowledge and understanding. All participants are required to complete Level 1 before moving on to Level 2. https://www.changethebrief.org/experts daily 0.75 2023-05-30 https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632069484017-ARCQTRETPEP43QIFVHBU/expert_morag_watson.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632069507633-NKM4AHH4NFAXOPX3VF3Y/expert_rachel_arthur.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632069533704-8WYFNBL4Y45C86KRUKB3/expert_richard_profit.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632070221520-1B3YUTD579VFB4TSU0L0/expert_rob_mcfaul2.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632320293418-HRUMNCNNXM2UAV60QQJ2/expert_ben_essen.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632320340790-5YYBBFPEXBCEW5K0GYT9/expert_caroline_davidson.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1643673644091-6O2M28L3W2E6DOIWOB3D/expert_jonathan_white.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1647101643230-SCIPVSSORKNE9NEWUNEE/expert_joanna-yarrow.jpg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/6467c364-c38a-41db-bd60-7391365ab408/Paddy+Web+Image.png EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/967db03b-0430-4258-a858-c18378383ad5/Hannah+profile+pic.jpeg EXPERTS https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1625750112348-FF05RXHGBE8A61PT4KC5/CTB_Alliance2.png EXPERTS - THE #ChangeTheBrief ALLIANCE FACULTY The Alliance is working with a collective of industry leading peers. Diverse, thought provoking, experienced individuals, whose work, reputation and skill sets push sustainability and define their categories. These experts recognise the potential of the advertising industry to direct its creativity and communication skills to shift behaviours in society to be in line with a zero-carbon world. Each Alliance faculty member has been recruited to deliver on demand training modules in Level 1 and be available for live workshops in Level 2. https://www.changethebrief.org/join daily 0.75 2024-11-20 https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632250579708-VUNDTJNWDSKF6NZGJ9HJ/join_hero.png JOIN - JOIN THE ALLIANCE & TAKE PART IN THE LEARNING PROGRAMME Membership of the Alliance is agreed and financed at the network or agency level. Free access to the level 1 online learning platform and community is then provided to an agreed number of employees. Bespoke level 2 training is provided face to face. If you are a sole trader or freelancer, access to the level 1 online learning programme and community is provided for an annual subscription charge. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632036570953-P80IDSK0X38LFD5CAOQD/Join1_orange.jpg JOIN - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632036948420-CSRWD4GTREIQS2SWVBI6/Join2_green.jpg JOIN - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632037407295-LO4WUDJ5NOUQIH6ROYG5/Join3c_purple.jpg JOIN - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/1632037799305-TUFU2ED59U6XSZ06A0UN/Join4b_pink.jpg JOIN - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.changethebrief.org/membership daily 0.75 2025-03-03 https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/71a3ddf5-ddda-4b33-80d7-df175f0e4d55/3.png https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/ffaf3b45-5d81-4374-83af-7468b60c7a56/2.png https://images.squarespace-cdn.com/content/v1/6001a9299b79d81393a225a1/af9a3766-f1fd-4cbb-a9f3-577d4b3ac1a1/1.png https://www.changethebrief.org/store daily 0.75 2025-02-13