Rob McFaul, Co-Founder of #ChangeTheBrief Alliance will explain how we all need to take action to use communications to influence and promote more sustainable consumer choices and behaviours. In addition to taking action on 5 fronts in our own agencies :business operations; production; media choice; awards and events.
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.

#ChangeTheBrief Alliance is a not-for-profit 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.

Rob is Co Founder of Purpose Disruptors and leads the #ChangeTheBrief Alliance initiative. Rob’s work is focussed on supporting the advertising industry to direct its creativity and strategic firepower to address the climate and ecological emergency. He was a founding member of the Advertising Association Climate Action Working Group, which led to the Ad Net Zero initiative. He founded and chaired the IPA Climate Charter which brings media agencies together to support their transition to a net-zero future.

At Mindshare he co-created Group M Mission Zero, a group that brings together all agencies to work on sustainability transformation.
Rob studied Sustainability Management at the University of Cambridge Institute for Sustainability Leadership and is an alumni of Reclaiming Agency. He lives in rural Somerset with his family.

#ChangeTheBrief provides an online learning programme and go-to resource of pre-recorded films providing deep dives into key sustainability issues by category. Updated on a regular basis with fresh expert perspectives, stimulus & learning material, #ChangeTheBrief Alliance is a go-to resource for promoting sustainable thinking in our campaigns .