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 are three phases to The Great Reset campaign, the first phase launched on the 2nd of July with the film, website and white paper. Phase 2 has focused on building the community through Gatherings and securing Pledges throughout July. We are now entering phase 3 with the creative brief available from the 3rd August and creative work live throughout August, September and October.

Join The Great Reset today by doing any of the following:Respond to the creative briefAttend a creative brief gatheringJoin our Slack channelPledge your supportRead the white paperAmplify using the Social Media Kit

The Pledge

The Great Reset has been created by Purpose Disruptors, the people who got 160 CEO’s to sign up to Create & Strike. We have the support of a community of over 1000 people and this campaign is being created collaboratively by people from competing agencies in the creative industry.

The following have already pledged their commitment

influence how the world behaves

What is on? Gatherings

People at a gathering

Where can I find out more?

We will be hosting a 90 minute virtual session on Wednesday 12th August 4:30-6pm and Monday 17th August 4:30-6pm. This will be focused on the creative brief issued. You will be able to find out more, ask questions and meet other like minded people to bounce around ideas with!

What can I create?

The creative brief is now live!

You can start creating today and there are many opportunities to showcase your work across social, digital, out of home, press, and radio with our partners such as The Independent, Stylist, Clear Channel and many more. You can now find details of each media specific brief in our Media Hamper.


D&AD are our selection partners and we're delighted to announce that your work will be judged by a panel from the D&AD New Blood Academy and the work selected for the campaign will be awarded the media space secured.

What next?Download the creative briefAccess creative assetsJoin our community on SlackAccess the media hamperRead our FAQs

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.

Pledge your support now

We believe that people in our industry have power and influence but we need people, lots of people to choose to use it. To make a pledge and help shape a society that puts mankind and our planet’s needs first.

We know everyone can contribute something, whether you are a leader or influencer in the industry or a junior changemaker your support is important. We need people who work in media (owners, platforms, agencies) and creative (platforms, makers, agencies) and people who can amplify the campaign.

This form is not perfect but the aim is to make it easy for people like you to pledge what you can from where you stand. If you want to find out more please come to a Great Reset Gathering.

My pledge... *

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Next Steps

About you


The creative brief
is now live!