PRCA Africa expands sustainability committee

Adam Hunter, Kirtanya Maharaj and Nabiella de Beer join PRCA Africa’s sustainability committee, bringing expertise in climate campaigns, science communication and purpose-led brand strategy. (Image supplied)

A committee focused on responsible environmental communication

PRCA Africa’s mandate includes developing strategic committees that guide the industry in key focus areas such as ethics and practices, education and talent, innovation, diversity and inclusion and sustainability.

The three new members bring a variety of backgrounds spanning climate campaigns, conservation science and purpose-led brand strategy to the committee

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New appointments bring climate, science and strategic expertise

• Adam Hunter from Hook, Line and Sinker joins the committee following his work with the United Nations Development Programme (UNDP) on global climate campaigns including #ClimateCounts and the WeatherKids.

  Hunter brings deep expertise in narrative strategy, youth climate engagement and data-driven climate communication.

• Kirtanya Maharaj from Worldwide Fund for Nature (WWF), brings scientific, and environmental depth to the group.

  Her work spans biodiversity conservation, sustainable consumption, science communication, conservation education, behaviour change and community-based sustainability initiatives.

  

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  Maharaj’s involvement strengthens the committee’s ability to provide fact-based guidance and embed credible environmental insight into industry best practices and communications standards.

• Nabiella de Beer from Havas PR adds strong capability in integrated communications, purpose-led brand strategy and audience insight.
  

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  De Beer has supported organisations across sectors to translate sustainability commitments into clear, accessible narratives that build trust and public understanding.

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Building a collaborative sustainability network

The new members join the existing committee, which includes Karena Crerar, CEO of Edelman; Sarah Gooding, managing director of We Communications, and  Laurent Potage, chief communication and sustainability executive at Alteo Limited.

The expanded group brings together agency, corporate and environmental expertise as PRCA Africa continues to shape discussions around sustainability communication in the region.