The Great Reset
The Great Reset - Video

Why do we need to reset?

The Challenge

The pause during lockdown created by the pandemic will result in a 7% decrease in global emissions in 2020. The UN states that we need a decrease of 7.6% every year until 2030 to avoid climate and ecological disaster. This means we need to maintain the same decrease every year as if we were living in lockdown.

The challenge is that as we emerge from the pandemic the pressure to go back to ‘Business As Usual’ will intensify. But people don’t want to go back. Only 23%* of the UK public believe following lockdown, advertising should encourage people to consume, shop and fly like before lockdown. 77%* believe it is the industry’s responsibility to encourage people to behave more sustainably like during lockdown.

Right now we have a small window of opportunity to reset and shape the future we want.

*OnePulse survey 1,000 respondents representative sample of UK public aged 16+)

What is The Great Reset?

The Campaign

The Great Reset is a creative industry movement to embed the positive environmental shifts that have happened during lockdown as THE new normal.

Our industry has power and influence but we need lots of people to choose to use it. We must grab this opportunity to help shape a society that puts mankind and our planet’s needs first. To do this we need to:

  • Reset ourselves to become agents of change, not just passive receivers of briefs
  • Reset our work so what we create promotes sustainable values, attitudes and behaviours.
  • Reset our impact by reevaluating what we measure and celebrate as ‘success’

What can you do today from where you stand?

The Ask

There have been three phases to The Great Reset campaign to date, the first phase launched on the 2nd of July with the film, website and white paper. Phase 2 focused on building the community through Gatherings and securing Pledges throughout July. Phase 3 launched on the 3rd August with the creative brief with the winning creative work live in September and October.

The next phase of work focuses on ‘resetting our impact’ with the development of a new effectiveness metric, ‘Ecoffectiveness’. This is the ‘missing measurement’ needed so that the advertising industry can take full responsibility for the carbon impact of its work. The open-source framework seeks to quantify emissions driven by advertising and identifies ways to maximise the ‘Return on CO2e’.

Learn more about EcoffectivenessJoin our Slack channelRead the white paperAmplify using the Social Media Kit

The Pledge

The Great Reset Campaign throughout July focused on building community with a series of Gatherings. Our community is now over 1000 members strong and many people and agencies have pledged their support - thank you! Official pledging is now closed but if you missed it and feel you can contribute your time or influence please contact us at

The following have already pledged their commitment

influence how the world behaves
Collage of society

The White Paper How can I deepen my under

To understand more about the intellectual argument, research and thinking behind The Great Reset. Read it, digest it, talk about it, share it, send it to your CEO (if you are the CEO send it to other CEOs).

Our 20 minute white paper.

Collage of eco destruction

The missing metric How can we take full responsibi
lity for the impact of our work?

Key to ensuring our industry helps society and business to reduce our collective carbon footprint is re-evaluating what we measure and celebrate as ‘success’. The ‘Ecoffectiveness’ framework is a simple way to do this. We’re inviting strategists and econometricians to join us and contribute to its progress. Particularly if you have data to share. We’d love to hear from you

Creative Work