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A select group of creative leaders from the world over was invited to participate in a workshop on the "Most Important Brief" — a collaborative briefing developed by the Earth Public Information Collaborative (EPIC), a global initiative that brings together top creative leaders to develop communication campaigns to drive a cultural shift in perspective on sustainability and climate action.

The briefing provided the necessary insights to create and launch a "revolutionary and conscious action for people and planet", in what EPIC has termed the “whole earth approach” to communications. ‘“Climate change” needs a repositioning in the public consciousness across community on earth’, reads EPIC website.

Ali Rez, Chief Creative Officer at IMPACT BBDO, representing the Middle East, was one of the special guests for this event, and a member of the EPIC Creative Council.

“EPIC is built to bring together an ecosystem of the best communicators today, and here we have been able to convene some of the best creative minds from around the world in this Creative Council to work together on the biggest cultural issue of our time. This has not been done before, and the work we are seeing from this group is truly inspiring,” says Natalia Vega, Executive Director of New Zero World and Global Campaign Lead at EPIC.

The workshop took place from September 10 to 12, starting on the grounds of the United Nations (UN) headquarters in New York City.

The campaign is scheduled to launch in 2025 and is seen as a unique global opportunity to reposition the issue of climate change in the public's mind, fostering new opportunities for transformation.

"There has never been an effort such as this before – to bring together so many thinkers in one place in order to solve the biggest crisis of our lives – that of climate,” says Ali Rez. “It is the most valuable gift creativity can give to future generations: a solution for a healthier planet for all.”

No single entity, organization, or agency can solve the climate crisis on its own.

It is worth mentioning that EPIC is a first of its kind, new initiative, drawing on world class marketers, the creative community, media, storytellers, designed to bring them all together to develop an awareness climate campaign with the aim to mobilize citizens from all corners of the world to become better guardians of the planet and its people.

The "Most Important Brief" idea has seen the light at Cannes Lions Festival this year where some of the biggest names and brightest minds in creativity have gathered to work on "generation-defining" creative brief  and a world-changing campaign, one that drives behavioral change of the global population and scale messages of sustainability across the world . 

This initiative is drawing broad support from a wide range of sectors including the international advertising and marketing community.

EPIC is being developed by Earth HQ, the communications arm of the Global Commons Alliance (GCA) and in partnership with New Zero World.