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
- Campaign cases
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
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
- Some key players in France
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
- Campaign cases
5) How to organise events responsibly?
- CO2 emissions
- Waste management
- Life Cycle Assessment - event
- Carbon offsetting
- Nudge
- Accessibility
- Transportation
- Phygital event
- Event cases
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
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
- Media
- Cases
- 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
