UNFCCC Highlights Cultural Sector as Key Actor in Climate Action

The power of the creative industry to accelerate climate action has been recognised as a climate solution at COP30.

On the COP30 Presidential stage, Creatives for Climate, the world’s largest network of communicators for climate action, launched The Creative Integrity Playbook, a first-of-its-kind action guide to help agencies and brands align their influence with climate science and integrity. It is available in both English and Portuguese.

Building on the Oxford Net Zero Serviced Emissions Framework, The Playbook focuses on actionable, practical solutions offering science-backed recommendations to embed climate integrity into creative work, from client selection to campaign delivery.

The Playbook introduces tools such as The Agency Integrity Curve, a step-by-step model for agencies to progress from 'participant' to 'pioneer' status, alongside case studies from the UK, US, Netherlands, and New Zealand demonstrating how independent agencies are leading the charge.

It also introduces the Brief for Better Initiative, a brand pledge and procurement toolkit that connects clients with fossil-free agencies and offers a blueprint for aligning marketing spend with climate commitments.

Released during the official COP30 Presidential Event on Culture, the Playbook marks a turning point: for the first time in history, CULTURE has formally been included on the UNFCCC Global Climate Action Agenda, and within it the creative sector is formally recognised as a critical lever of change.

Insights presented in the Playbook have been generated with members of the Ethical Agency Alliance, a cross-border coalition of agencies in 10 countries, and feature contributions from agencies Lucky Generals, The Onlii, Studio Birthplace, Nice and Serious, Blyde PR, RUN Aotearoa, Profile, Worth Your While, Enviral, STRIKE.

Their award-winning fossil-free creative work was showcased on the COP30 Presidential stage today demonstrating that integrity doesn’t mean compromise, but creative excellence.

Ethical agency alliance showreel

The Playbook drops amidst ongoing controversy that many clients, while claiming climate leadership, are still hiring agencies that represent oil and gas firms. This includes the COP30’s appointment of Edelman, and revealed last week, The EarthShot Prize hiring LLYC Brasil, a PR firm under contract to Petrobras, Brazil’s state oil company.

One year after the UN Secretary General’s public call out in support of a fossil fuel ban, through the Playbook and engagement with the UNFCCC process, Creatives for Climate enhances its efforts to offer solutions and a clear pathway for change.

The Playbook builds on Creatives for Climate’s suite of tools and training resources aimed at shifting the influence of creativity from driving pollution to scaling solutions, including The Anti-Greenwashing Guide developed in collaboration with Client Earth and Communicating Climate Change Course.

“For the first time, our industry’s influence is being recognised as a climate solution on the COP30 Presidential stage. The Creative Integrity Playbook turns that recognition into action — offering the clarity, tools, and pathway for agencies and brands to transform. What we say, how we say it, and who we choose to amplify shapes the world, and the future we all share,” said Lucy von Sturmer, founder and CEO, Creatives for Climate.

“This isn’t about doing less — it’s about using the power of influence to build the future we need. Start by giving your teams the tools to have the right conversations. Build frameworks that feel like your culture, not someone else’s. And trust that ethical, low-carbon creativity isn’t about making your work smaller. It’s about making it smarter,” said Lameya Chaudhury, head of social impact, Lucky Generals.​

“As we head into COP30, the message is clear: influence is the biggest untapped lever for change from the creative industry. By shaping stories and strategies, we know that every campaign presents an opportunity for us to act on the climate emergency. My hope is that this sector continues to lead with courage, creativity and integrity,” said Alexis McGivern, head of stakeholder engagement, Oxford Net Zero (University of Oxford).