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Mindshare China launches green initiatives – intends eliminating single use plastic by end-2020

Mindshare has launched an initiative called ‘Change The Brief’ – encouraging the communications industry to use its skills to address the global climate crisis. The initiative is a part of its annual anniversary celebrations. In a note Mindshare said: “It involves encouraging small changes in behaviour that will help address the climate crisis when done at scale. The idea being to normalise these behaviours in society through advertising and use media and marketing investment to achieve this.” 

The initiative has been led by Mindshare China which has also launched 20Z0, a commitment to ending its dependence on single-use plastic by end 2020. The agency intends meeting this target by introducing reusable water battles in steel and glass, reducing printing and with reusable cutlery.

Mindshare’s global sustainability champion, managing director and executive committee member for China Akanksha Jain said: “Today’s announcement represents the first in a series of Mindshare-led initiatives to use our marketing and media prowess to give back to the environment while doing good for our valued clients.

“As the industry leader in media, we are in the business of driving positive consumer change. #Changethebrief and 20Z0 represent unique first steps on our sustainability journey.” 

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