Last month, former AMV BBDO creative partner Polina Zabrodskaya was tasked with researching a client, Mars, for a global sustainability campaign. What she found was disturbing.  Despite some of the company’s claims, there were documented issues, including child labor and misleading metrics of sustainability, that implied otherwise. After she raised these concerns with a Mars executive, she was suspended for "unprofessional comments," though later cleared. Watch her story to learn more.

Zabrodskaya ultimately resigned and refused to sign an NDA so she could take the case public, filing an employment tribunal claim alleging harassment and discrimination. Today, she joins us to share how the situation is unfolding, her history with activism, and the importance of speaking out against injustice. You can support her fundraising campaign for the trial here.

Thanks for being here, Polina. What was the specific moment that made you decide to speak up or stand out?

I guess we’ve all been shaped by Hollywood movies that need a hero to have a breakthrough realization that changes everything. Reality is rather anticlimactic in that sense. I’d been saying the same thing for years, across multiple projects — that we shouldn’t be making sustainability campaigns for brands whose supply chains aren’t sustainable — and at some point the system snapped.

I imagine it becomes counterproductive to have a creative partner telling senior clients their sustainability campaigns seem to be greenwashing — when those campaigns are worth millions. After I was suspended, I didn’t feel like I had much of a choice. You take it as far as you can internally, and when nothing changes, you go public.

Why is environmental and social advocacy important to you?

I was born in Tula, one of the most polluted regions in Russia. Black snow, orange clouds. Officially, though, everything is fine. The factories follow strict regulations. Experts appear on TV to explain that the orange clouds aren’t dangerous. I suppose I learned early on that reality and the official version aren’t always the same thing.

Most people in the global North never witness that kind of destruction first-hand. The harm is outsourced to poorer countries, so it feels less real. Ghanaian five-year-olds working on cocoa farms barely register in our Western collective conscience. 

If British children named Richard and Jessica were chopping their fingers off with machetes while harvesting cocoa, we’d all quickly agree that chocolate shouldn’t cost £1.25. But when they’re not named Richard and Jessica, it somehow becomes acceptable to wait until 2050 to solve child labour.

Have there been particular individuals or organizations that inspire you to take action and create change?

Yes, but it’s not the big names. I’m inspired by people who take risks quietly. Russia has a long history of organizational dissent and resistance. A teacher who replaces ‘patriotic lessons’ with a historical documentary — essentially refusing to impose state propaganda on students. A gynecologist who skips a required pro-life lecture when a young woman comes asking for an abortion. Not everyone can risk their career for their values — but all of us can do something. Any small act of resistance is better than inertia and compliance.

How has it felt since sharing your story and receiving significant press attention from both people you know and strangers?

Validating. Surreal. I felt isolated for years — at some point, you start questioning your reality. If you’re not a psychopath, it’s natural to doubt yourself. To think, maybe it’s me who’s getting it wrong. Maybe they’re right, and that cocoa is “100% responsible,” and our clients really are “committed to 100% sustainable fish,” and everything’s fine and I’m just getting worked up over nothing.

Being able to say out loud: “Hey, I think the snow is black” — and have thousands of others agree, “Shit, it does seem pretty black” — is healing.

What challenges have you faced since becoming more public with your advocacy?

Surprisingly, not many. In my mind, I was prepared to be dragged through hostile media. But I think the environment is one thing most people agree on — no matter your politics or your idea of fairness, nobody wants dead oceans.

What has been the most surprising reaction you’ve received?

A very senior person at Mars liked my video.

“Not everyone can risk their career for their values — but all of us can do something. Any small act of resistance is better than inertia and compliance.”

What do you hope will happen now that you’ve shared your story?

I hope it makes it safer for others to ask hard questions. I’m not expecting a revolution. But even a small shift — more curiosity, less complicity — would matter.

Why do you believe it’s particularly important for people in the advertising industry to speak out when they witness injustice?

If every single ad person refused to accept sustainability claims at face value, there’d be no more greenwashing. And without greenwashing, it becomes much harder for corporations to conceal environmental harm and exploitation.

Every dictatorship needs its propaganda. The dictatorship of profits is no exception.

What words of advice would you offer to people who might be afraid to use their own voice when witnessing something unfair?

First: your fear is valid. The risk is real. But also — you’re not imagining the harm. If something feels wrong, it probably is. You don’t have to go public. You don’t have to do it alone. Start by finding someone you trust and say it out loud once.

What resources would you recommend to someone who wants to start advocating for change?

Find groups that understand the structural nature of these issues — not just the individual moral dimension. Alone, we’re weak, confused, and vulnerable. Together, we can navigate the most difficult situations.

Climate Whistleblowers are a great starting point if you’re dealing with sensitive information. There are also legal clinics, journalist networks, and peer-support communities. Don’t try to carry it alone. There’s more help than you think.