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: 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; 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 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).

中文翻译：

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公益广告教学

越来越多的证据表明，公民和消费者在应对紧迫的社会和环境挑战时要求品牌和组织做出有意义的改变（Porter和Kramer，2019年）。甚至像英格兰银行这样的传统保守机构也警告说，对环境行动主义需求无反应的公司和行业将受到投资者和消费者的惩罚（Carrington，2019）。结果，品牌和组织以及负责确保其持续相关性和生存能力的机构需要员工能够创造性，有效地应对这些挑战。本文概述了这些问题如何影响了MA Advertising计划的近期基本重新设计，以便“摆脱”三种由此产生的重要趋势：消费者要求品牌和组织致力于对其行为进行有意义的改变，以应对当今世界迫在眉睫的社会和环境挑战；品牌和机构对毕业生的需求，他们受过教育并且能够设计出能够有效，创造性地应对这些挑战的战略和材料；要求大学申请该课程的学生为他们可以“有所作为”的职业做好准备。本文将解释这些因素如何为最近（2020年）英国MA广告计划的基本设计提供信息，该计划将使学生从业人员满足行业需求并通过促进联合国质量与联合国可持续发展目标相结合来追求个人成就事业教育（UNSG 4），为可持续工业做出贡献，