Jason MacFarlane

Background

About Jason MacFarlane

With 20+ years of creative leadership, including founding Soft Citizen and Assignment TV, I specialize in crafting compelling content, narratives and communications across platforms. I’ve developed impactful campaigns for global brands, driven by a commitment to sustainability, social impact, and authentic storytelling with a cinematic vision. Some key highlights include: Social Impact: Plan Canada’s award-winning Because I’m a Girl campaign inspired the UN’s first International Day of the Girl in 2011. It has raised hundreds of millions, changed laws, and helped millions of girls access education. Sustainability Leadership: Led strategic communications and thought leadership initiatives within the Canadian commercial real estate sector, driving dialogue and action on decarbonizing the built environment with BOMA Canada. Conducted in-depth interviews with industry leaders over a decade to shape sector insights. Currently collaborating with Pooran Desai, visionary behind the UN Sustainable Development Goals framework and BedZED, the UK’s pioneering sustainable community, to support the launch of his next global sustainability venture. AI and Innovation: Leading strategic content and communications initiatives to drive the clean economy transition and responsible digital innovation, with a focus on Regenerative AI. Collaborating directly with the founder of "Cleantech' and 'CleanAI', Nicholas Parker, to shape thought leadership and brand positioning for the CleanAI Summit, establishing CleanAI as the premier voice in the sector. Strategic Content & Marketing: Transformed Welcome Cannabis Dundas West into Toronto's top-selling cannabis store, as recognized by the Ontario Cannabis Retail Corporation (OCS). Mentored by Syd Kessler, a Marketing Hall of Legends inductee and one of Canada’s most awarded advertising producers and creative directors. Collaborated closely with The Sebastian Consultancy, one of the first boutique marketing firms, mentored by legendary Creative Director Gary Prouk and marketing strategist Susan Andrews. Objectives: I work at the intersection of storytelling, systems change, and regenerative innovation, helping mission-driven ventures and movements clarify vision, build culture, and craft narratives that catalyze action. My focus: reimagining what’s possible and connecting people, planet, and purpose through strategic storytelling.