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The training mechanism

This blended learning course includes:

  • An individual e-learning course consisting of 7 lessons
  • Collective workshops 

E-learning course

  • 7 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)
    • Tool sheets to make the move from theory to practice

The 7 main topics are:

1) Responsible communication: how to move from constraint to opportunity?

  • Paris Agreement
  • Carbon footprint
  • Biocapacity of the Earth
  • Circular economy / Economy of functionality
  • Responsible communication
  • French FAIRe Program of UDM
  • French Climate and Resilience Laws Project
  • Advertising regulations
  • Business case: Patagonia
  • Campaign cases: Nike, Always, Gillette, Barbie, Orange, Carrefour, Essity, Ikea, Apple

2) Why and how to design eco-socially responsible messages?

  • Eco-socio conception
  • Greenwashing / social washing / Woke Washing
  • Contributive marketing
  • Diversity, Inclusion, Stereotypes
  • ARPP
  • Unstereotyped Alliance
  • Planet Pledge
  • French High Council for Equality
  • Campaign cases: Citeo, Orange, Nike, Levi's,
  • Asket, Renault Captur, Greenweez, Zalando, Unilever, Ariel, Design for everyone (RNIB), Vinci

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
  • Life Cycle Analysis
  • Cases: Sncf Hexagonal
  • Actors : Prodigious, Getty, Pick and Pic, Secoya, Troupers, Collectif 50/50, ClimateSeed, Bilum

4) How does responsible influence contribute to brand progress?

  • Responsible influence
  • Transparency
  • Macro vs micro-influence
  • Co-construction approach with stakeholders
  • Responsible Influence Observatory ARPP
  • Business case: C qui le patron? (Who's the boss?)
  • Campaign cases: Fleury Michon, The Breast exam, L'Oréal #insideourproducts, Orange, Bee_nfluencer

5) How to organise events responsibly?

  • CO2 emissions
  • Waste management
  • Life Cycle Assessment - event
  • Carbon offsetting
  • Nudge
  • Accessibility
  • Transportation
  • Phygital event
  • Event cases: We Love Green, PRODURABLE, The Good Day of ENGIE, Viva Technology

6) How to make responsible use of digital technologies in communication?

  • Digital eco-design
  • Digital Sobriety
  • Technological and cultural obsolescence
  • Dark mode
  • WEEE
  • Razoscan (Razorfish & GreenIt) E-accessibility
  • Digital Services Act
  • Equality Act/American with Disability Act/EAA
  • Cases: Netflix, Simplon.co

7) What role can the media play in a responsible communication dynamic?

  • Usefulness / Solidarity / Inclusiveness
  • Digital pollution/ light pollution
  • Solidarity advertising (Goodeed, WhatRocks, Ad4Good, BoonToday, Joodi, Hello Planet)
  • UDECAM
  • Media Smart
  • Médias: Les Echos Planète, TF1, FTV, M6, Le Monde, RTL, ClearChannel, Mediatransport,
  • Cases: TheBreath, The Non Issue, Invisible Petitions, UTEC - Potable Water Generator
  • GARM

Collective workshops aimed at taking action:

  • ½ day workshop
  • Face-to-face and/or remote

    • 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

Price list

(1) Training eligible for OPCO funding in France
(2) SCORM is the acronym for Sharable Content Object Reference Model. It is a standard intendedLMS (Learning Management System) platforms for distance learning.
(3) Excluding time spent on customization

E-learning : 

  • Individual licenses (sliding scale applied according to the volume purchased) duration 6 months / same price French - English
  • Or SCORM (unlimited volume and duration - Zip files)

Workshop:

From 6 400€ (pre-tax) per ½ day for 20-25 pax.

This rate includes:

Upstream:

  • several meetings with the person in charge of the project
  • potential interviews with key people from the brand
  • customization of the content (according to the identified issues)
  • the search for an inspiring location
  • the proposal of speaker(s) logistics (venue, meals, equipment)

During:

  • the animation (one to two senior staff + an assistant)
  • the intervention of Publicis group and/or external expert(s)

Downstream:

  • written and oral restitution of the workshop

This fee doesn't include:

  • the rent of the place
  • meals
  • transportation
  • potential remuneration of some external contributors

Demain commence dès à présent

A group of people in conversation