Autumn 2024 Member Meeting Recap
Green The Bid’s 2024 Autumn Member Meeting brought together a lively community who gathered to hear a presentation by special guest Isa Kurama, Co-founder of ACT Responsible, who spoke about her journey fusing activism and advertising. Isa has long been an industry figure leveraging creativity to promote cause and sustainability in the industry. This focus was galvanized on September 11, 2001, when her team at Ad Forum initiated a call to action for the creative community to respond to the tragedy through advertising, demonstrating the power of collective creativity and setting the stage for future projects aimed at social responsibility.
During her presentation, Isa noted the importance of creating spaces for networking and sharing best practices, which has led to the establishment of a community of leaders dedicated to fostering positive change. The future of our industry is nothing without the future of our planet, and collaboration must be prioritized over competition. Isa envisions a future with a robust body of creatives that keep sustainability in the vanguard of discussions, especially as new complexities, like AI, emerge. The essence of this alliance lies in sharing resources, knowledge, and experiences to empower community members to effectively implement practices in their respective fields. Isa emphasized that making mistakes is an essential part of the learning process. As Isa aptly noted, "It's by making mistakes and being courageous that we're going to move forward." By recognizing our shared responsibility and working together, we can navigate the complexities of building a sustainable future.
The focus shifted to the practical tools and resources already available to the community. Experts are readily available to guide productions and agencies in implementing sustainable practices in their operations and productions, like GTB’s growing list of vetted consultants and educational resources. One critical topic of discussion was the need for measurable outcomes in sustainability efforts. Although quantifying the impact of creative campaigns can be complex, Isa acknowledged the progress being made in this area. "I know that today the Lions, in their entries, ask for all those details," she explained, referring to the expectations set by industry festivals. However, she also pointed out the challenges faced by NGOs in measuring their own impact due to limited resources. The sharing of best practices and case studies can serve as a foundation for developing impactful campaigns that resonate with audiences while minimizing environmental footprints.
Both the GTB members and Isa expressed their excitement about the potential for collaboration and the importance of a shared vision in moving toward a more sustainable future. Whether through joining conversations like these, sharing resources, or providing financial support, every contribution matters. "We need to be courageous," she urged. This call to action serves as a reminder that while acknowledging mistakes is crucial, so is the commitment to face obstacles with bravery and determination. By fostering a culture of collaboration and action, the advertising community can continue to address pressing global issues while inspiring others to join the movement. If you're inspired to get involved, consider reaching out, sharing your experiences, or contributing to this vital movement.
