Handbook for Anti-Green-washing

deliverables

Design and launch of the handbook, Infographics, campaigning

Who are they?

Creatives for Climate needed a visually engaging, accessible handbook for the Ethical Agency Summit to help purpose-driven agencies navigate greenwashing and improve ethical decision-making.

What was the brief?

The handbook had to be informative yet visually compelling, structured into three clear sections to simplify complex topics. With less than 10 days to design a polished product while incorporating live updates, we opted for Canva to enable real-time collaboration among multiple stakeholders. Despite Canva’s design limitations, we maintained high-quality visuals and ensured efficient teamwork.

What did we deliver?

To create an engaging and functional resource, we structured the handbook into three distinct sections. The first provided a clear introduction to greenwashing, incorporating bold visuals and key regulatory insights. The second was an interactive two-page pull-out, featuring a compliance checklist, red and green flags, and self-assessment questions designed to help agencies align their values with ethical marketing practices. The final section encouraged agencies to go beyond compliance and embrace sustainability at a deeper level, offering frameworks and strategies for moving towards a well-being economy.

Given the evolving nature of the content, we initially used ISSUU to host the handbook but quickly pivoted to a landing page to improve usability and enable lead generation. The launch at the Ethical Agency Summit was a success, surpassing the initial KPI of 1000 reads within the first month. More than 1270 people engaged with the handbook, with over 650 downloads and a landing page conversion rate of 5%.

The project demonstrated the power of strategic collaboration and adaptive problem-solving. Despite a fast-paced timeline and constant updates, we delivered an accessible, high-impact resource that was not only well-received at the summit but also became a long-term tool for agencies looking to implement ethical marketing practices.

The free landmark garnered extensive attention, reaching an audience of over 450,000 through traditional and social media coverage.The project exceeded its goal, reaching 127% of the intended target and received great reviews by the audience.

This is a recent project still in the launch phase, so the impact of our efforts is yet to be seen. While we await news of positive impact from our designs, we are happy to share the founder's brief and positive feedback as a token of our efforts.

What did they think?

A fantastic guide - clear, actionable and thought provoking. What a useful guide for agencies and clients alike - thank you!

Cathrine A.

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