The training mechanism
This blended learning course includes:
- An individual e-learning course consisting of 8 lessons
- Collective workshops
E-learning course
- 8 lessons 20 min each
- Online: Micro learning and adaptive learning
- Written, illustrated and filmed formats
- Lessons are easy to understand thanks to a storytelling approach where the participant finds him-/herself in the shoes of a fictitious communicator
- Rich, varied, interactive content (facts and figures, inspiring strategies and campaigns, innovative ideas, quiz questions, smart habits to adopt)
- A memo sheet + tool sheets to download at the end of each module
The 8 main topics are:
1) Responsible communication: how to move from constraint to opportunity?
- Paris Agreement
- Carbon footprint
- Biocapacity of the Earth
- Responsible communication
- IPCC
- French FAIRe Program of UDM/ REPRESENTe Challenge
- French Climate and Resilience Law
- “Climate Contracts”
- Advertising regulations
- Campaign cases
2) Why and how to design eco-socially responsible messages?
- Eco-socio conception
- Greenwashing / social washing / Woke Washing
- Legal framework France & Europe
- Contributive marketing
- Doughnut Economics
- New narratives and collective imaginaries
- Diversity, Inclusion, Stereotypes
- ARPP
- Unstereotyped Alliance
- Planet Pledge
- Campaign cases
3) How to produce a communication campaign in a responsible way?
- Eco-socio production
- Active Agencies CSR Label
- Ecological typos
- Responsible shooting & post-production
- Carbon calculation tool
- Carbon Offset/Contribution
- 5R
- Life Cycle Analysis
- Some key players in France
- Cases
4) How does responsible influence contribute to brand progress?
- Responsible influence
- Transparency
- Macro vs micro-influence
- Co-construction approach with stakeholders
- Responsible Influence Observatory and Certificate by ARPP
- 9 June 2023 Law (regulating the commercial practices of influencers)
- Kidfluencers
- REECH study
- Campaign cases
5) How to organise events responsibly?
- CO2 emissions
- Waste management
- Life Cycle Assessment – event
- ISO 20121
- Carbon offsetting
- Nudge
- Accessibility
- Transportation
- Goodies
- Event cases
6) How to make responsible use of digital technologies in communication?
- Digital pollution
- Digital eco-design
- Digital sobriety
- Assessment and optimization tools
- Dark mode
- WEEE
- E-accessibility
- REEN law (France)
- DSA & DMA
- Partners and solutions
7) What roles should the media play in a responsible communications approach?
- Usefulness / Quality / Solidarity / Inclusiveness
- Fake news
- « Digital majority » bill in France
- Media carbon footprint analysis and optimization tools / tech solutions
- Solidarity advertising (Goodeed, WhatRocks, Ad4Good, BoonToday, Joodi, Hello Planet)
- Collective reference frameworks (AACC, SRI, UDECAM, UDM)
- GARM
- Media Smart
- Media Cases
8) Responsible Data: How to reconcile ethics, environment and user's trust?
- Processing of personal data / Biometric data
- Social Networks
- RGPD
- CNIL
- Climate Neutral Data Centre Pact (CNDCP)
- Data responsible
- Internal cookie /third-party cookie
- Data Green Officer
- Ethics by design
- Artificial Intelligence/ Generative IA
- Machine Learning
- AI Act
- Open Data
Collective workshops aimed at taking action:
- From 3 hours
- Face-to-face and/or remote (Teams)
- Discuss the content seen in the e-learning course and identify the levers for action and avenues to be explored
- Apply the knowledge and tools, work on concrete cases, develop a roadmap to make it all effective
- Learn more about one or more specific areas of responsible communication with the help of experts