Teaching advertising for the public good

Abstract

Evidence that citizens and consumers demand meaningful changes from brands and organisations in addressing urgent social and environmental challenges (Porter and Kramer, 2019) grows by the day. Even such traditionally conservative institutions as the Bank of England have warned that companies and industries which do not respond to the demand for environmental activism will be punished by investors and consumers (Carrington, 2019). As a result, brands and organisations - and the agencies charged with ensuring their continued relevance and viability - need employees able to respond creatively and effectively to these challenges. This article outlines how these issues informed the recent fundamental redesign of an MA Advertising programme in order to 'get out in front of' three resulting important trends: 1. The demand by consumers that brands and organisations commit to meaningful changes to their practices in order to address our world's urgent social and environmental challenges; 2. The demand by brands and agencies for graduates, educated and able to design strategies and materials that respond creatively and effectively to these challenges; and 3. The demand university applicants that programmes prepare them for careers in which they can 'make a difference'. This paper will explain how these factors informed the recent (2020) fundamental redesign of a UK MA Advertising programme that will prepare student practitioners to meet the needs of industry and to pursue a personally fulfilling career by engaging with the UN Sustainable Development Goals by promoting Quality Education (UNSG 4), contributing to sustainable Industry, Innovation and Infrastructure (UNSG 9), developing Responsible Consumption and Production (UNSDG 12) and most urgently addressing Climate Action (UNSDG 13).