Māori and women-led creative agency RUN Aotearoa has been recognised internationally for its Indigenous-led approach to climate communication.

The agency was featured in the Creative Integrity Playbook, launched on the COP30 Presidential stage in Belém, Brazil, by Creatives for Climate, the world's largest network of communicators for climate action.

It marks the first time the creative industry has been formally recognised as a climate solution under the UN Framework Convention on Climate Change.

The Playbook provides practical tools for agencies and brands to align their influence with climate science and integrity.

It builds on the Oxford Net Zero Serviced Emissions Framework and introduces models such as the Agency Integrity Curve, which guides agencies from 'participant' to 'pioneer' status.

The Playbook also launched the Brief for Better Initiative, a toolkit connecting clients with fossil-free agencies and helping brands align their marketing spend with climate commitments.

Case studies from New Zealand, the United Kingdom, the United States and the Netherlands highlight how independent agencies are adopting ethical, fossil-free practices.

RUN Aotearoa is the only Māori-owned agency featured, bringing an Indigenous perspective to a global discussion on ethics and sustainability in the creative industry.

RUN's Te ao Māori in Marketing workshop is included as an example of how cultural governance and Indigenous worldviews can shape ethical communication.

Te ao Māori refers to the Indigenous Māori worldview.

RUN's Pou Ahurea Māori / Cultural Director Ariana Stone, a Ngāti Kahungunu ki Te Wairoa woman, told National Indigenous Times the recognition reflected both pride and responsibility for the team.

"We say in te ao Māori, 'Nō mātou te hōnore', meaning the privilege is ours," Ms Stone said.

"We stand humbly in this space, while also being proud and confident in our abilities as creatives."

RUN Aotearoa has been recognised at COP30 for Indigenous-led climate communication. (Image: supplied)

Ms Stone said RUN's processes are grounded in te ao Māori principles and informed by mātauranga Māori (traditional knowledge systems).

"Having these cultural concepts shaping the way we work helps us to authentically communicate with our audiences in an ethical and sustainable way." she said.

The Playbook was released during the COP30 Presidential Event on Culture, marking the first time culture has been formally included in the UNFCCC Global Climate Action Agenda.

It was presented by Creatives for Climate Founder and CEO Lucy von Sturmer, who said the guide provides "the clarity, tools, and pathway for agencies and brands to transform".

The initiative draws on insights from more than 7,000 creative professionals across 90 countries through Creatives for Climate's international network.

"Having culture and Indigenous-led creativity featured at COP30 is transformative," Ms Stone said.

"Anywhere we can elevate Indigenous ways of being, doing, and creating is paramount and essential to addressing the issues surrounding the climate and our taiao (environment)."

Ms Stone said Indigenous perspectives must be included in shaping global responses to climate and communication.

"For too long, Indigenous perspectives have been sidelined by dominant knowledge systems," she said.

"People are starting to recognise that a more local and community-based approach is needed.

"Utilising an Indigenous values-based approach, and centring people and place in processes, will enable creatives to effectively communicate their messages while caring for the taiao and the hapori (community)."

The Playbook features contributions from agencies across ten countries, including RUN Aotearoa, Lucky Generals, Strike Paris, Worth Your While and Enviral, whose award-winning fossil-free campaigns were showcased on the COP30 stage.

An accompanying Ethical Agency Alliance Showreel was also presented during the event, highlighting these campaigns and demonstrating how creative integrity can drive meaningful climate action.

Together, the agencies aim to redefine how creativity can serve the planet, proving that integrity and innovation can coexist in shaping a sustainable future.

Ms Stone said the recognition reinforced RUN's mission to create meaningful work grounded in culture and connection.

"Our approach and ways of working remain steadfast in our Indigenous foundations and cultural aspirations," she said.

"We are always looking at the broader outcomes for our people and the environment, while pushing the boundaries of creativity with an Indigenous spirit."