Purpose Disruptors: Persuading the persuaders to face climate denial

Purpose Disruptors, a network of advertising insiders, launched a worldwide campaign to overcome individual, agency and industry denial in terms of climate change.

Campaign details

Brand: Purpose DisruptorsAgency: Purpose Disruptors

Executive summary

Great creative strategy begins with asking the right question. But what if the 'right' question challenges the purpose of creative strategy itself?

This paper is about the Advertising industry facing up to its responsibilities on the world's most pressing problem: climate change.

It is about how strategy and creativity was used to engage this resistant audience - by identifying the psychological cause behind the resistance. Denial.

Green activists have long challenged advertising to confront its role in accelerating the crisis. But like the North Wind in Aesop's...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands