A "Be Kind" sign in the display window at the Kool Deelites ice cream store on Harbison Ave west in Winnipeg, Manitoba.
Learning from Global Dignity and Ad Net Zero
This fall and winter, youth volunteers and artists from Global Dignity Canada are diving into the world of advertising and media campaigns as part of their Climate Diplomacy and Media Arts program. This winter’s activities are designed to teach young leaders how to use creative strategies to raise awareness and drive action on climate change through diplomatic engagement. With a focus on participatory arts, sustainability and global collaboration, the program is empowering youth to build effective campaigns that engage diverse audiences and promote climate diplomacy.
Through this experience, Canadian and American youth are preparing to learn from the next generation of climate-conscious creators, using our talents to influence public opinion and foster collaboration at local, regional and global scales. As the world faces increasing environmental challenges, more young leaders are ready to step up and make a lasting impact. This winter, we’re looking at different examples from around the world who are working at the intersection of climate change, advertising and media arts.
Building on more than a decade of experience learning from our work of the international organization Global Dignity, and Global Dignity Canada the program integrates lessons learned from previous initiatives, fostering a deep understanding of the power of media and communication in creating lasting social change. In learning the fundamentals of advertising, media arts, and campaign management, Indigenous youth are gaining the storytelling, communication and advertising skills necessary to create powerful messages that address the urgent need for climate action.
One of those organizations we looked at is called Ad Net Zero. You can visit their web site at: https://adnetzero.com/
One of the areas they focus on is how the advertising industry can play a huge role in its future, supporting better growth for people, planet and profit. To do this, Ad Net Zero has global solutions and resources to help businesses future proof themselves across its five-point plan, supporting the industry to take responsibility for emissions coming from its production, distribution, and operations, and to support more sustainable products, services and behaviours.
What we learned from our friends at Ad Net Zero
As well, drawing inspiration from international models like Ad Net Zero, our own project activities this year will emphasize the importance of sustainability in every campaign they create. As they hone their storytelling abilities, the participants are not only developing practical skills but also positioning themselves as advocates for change in the fight against climate change. We reached out to Sam Woodman at their group for tips and tricks on how we can maximize our ad spends and campaigns.
Ad Net Zero’s advice has given us valuable insights into how we can create culturally relevant and community-driven campaigns that advocate for sustainable energy and practices. By combining traditional knowledge with modern marketing techniques, we can ensure that our messages not only reach a global audience but also stay deeply connected to the values and heritage of our community.
Here’s what we learned from Sam:
One of our key areas is how to effectively use sustainable marketing and storytelling to communicate important messages around clean energy and food security. The advice from Ad Net Zero emphasizes the importance of ensuring the tone of your campaigns is authentic and respectful, particularly when integrating local values and cultural contexts. For us, this means weaving in traditional knowledge and community values to ensure that the narrative resonates deeply with our audience. Sustainability isn’t just about the environment—it’s about honoring the traditions and wisdom of the communities that have lived in harmony with nature for generations.
Ad Net Zero also highlighted the value of digital marketing and analytics, urging us to take advantage of tools like Google Analytics and the social media tools provided by platforms such as Instagram and Facebook. These tools allow us to track the effectiveness of our campaigns, understand what works, and refine our strategies. By utilizing these analytics, we can ensure that our messaging reaches the right audience and delivers maximum impact.
Putting that advice into practice, we nailed some awesome stats!
In addition to these practical skills, Ad Net Zero suggested we also look at training resources, including case studies and showcase sessions that provide insight into successful sustainable campaigns. For example, Channel 4’s showcase session emphasized the importance of maintaining brand authenticity while ensuring the tone of the campaign aligns with the company’s identity. This has helped us better understand how to balance creativity with sustainability, ensuring our campaigns are both innovative and true to our community’s values.
Ad Net Zero also encouraged us to explore the use of AI tools, like ChatGPT, to assist in copywriting and strategy development. We really liked that idea because our program is supported by the OpenAI Researcher Access Program, and we have a whole range of tools thanks to having API access. While AI is often seen as a tool for basic tasks like transcribing meetings, Sam pointed out that when used creatively and with proper training, it can help us generate fresh ideas, streamline our work, and optimize our campaigns. They are even running a series about AI and sustainability in early 2025, and we’re excited to learn more about how AI can drive innovation in our efforts.
Finally, they recommended free online courses from platforms like Google Skillshop and HubSpot Academy to enhance our knowledge of digital marketing, content creation, and social media strategies. With these tools and resources, we can continue to develop our skills and stay up to date with the latest trends in sustainable marketing.
A big thanks to Sam Woodman and Ad Net Zero as well as our partners at Global Dignity Canada for an incredible year of learning and growth. This past year has been a rewarding journey, where we’ve gained valuable skills in communicating the urgency of climate change and the power of collaboration. Working together as communities, across borders, with kindness and dignity at the heart of everything we do, has made all the difference in our shared mission for a sustainable future.
Our next international dialogue will take place on February 18, 2025 for National Kindness Week with Global Dignity Canada. Join us!
