It’s Time to Deploy Behaviour Change Campaigns

Speaker: Matt Bourn, Director of Communications, Advertising Association

Suitable For: All, Creatives, Planners, Marketers, Media Sales

Summary:

After presenting evidence to the House of Lords Environment Committee earlier this year, the AA’s Communications Director Matt Bourn reflects on the subsequent report, the clarion call from the Lords for behaviour change campaigns to help tackle the climate crisis and the way our industry can respond. His session features examples of behaviour change campaigns and explores how the industry can do more to ‘make every ad a green ad’.

Key Take-Aways:

1. Behaviour change campaigns will be a critical part of the efforts to tackle climate change.

2. Lessons can be learned from the Covid pandemic and applied to this crisis.

3. There is evidence that our industry is helping to normalise more sustainable
behaviours, but we need to do more and to do it faster.

4. Every advertising professional can influence and help to shape positive behaviour change in the work they are involved in.

5. We can learn from each other, by looking at ideas like the Sky Zero Footprint Fund, and turbo-charge behaviour change – what can you do to help?

Session Length: 20 minutes

You can watch the full session here.