The Climate Action Working Group Launch AdGreen
Russ Curry, Ministry of New Media
The Climate Action Working Group, led by the UK Advertising Association in partnership with ISBA and the IPA, has launched AdGreen, a new initiative to unite the advertising industry to eliminate the negative environmental impacts of production.
AdGreen is backed at launch by adam&eveDDB, APR (Advertising Production Resources), Havas, MullenLowe Group as part of IPG, Sky, Unilever and WPP, along with the support of the Institute of Practitioners in Advertising (IPA), the Advertising Producers Association (APA), the Association of Photographers (AOP) and Incorporated Society of British Advertisers (ISBA) who will be coordinating member participation.
It will be led by industry specialist, Jo Coombes with support from strategy advisor Tricia Duffy, and is a strategic partnership with albert, the BAFTA led sustainability project for the TV and Film Industry.
Jo Coombes, Industry Sustainability Lead, AdGreen, said: “We want to build a future-proofed, carbon literate workforce, giving us the opportunity for the highest creative ambition with the lowest carbon impact. Ultimately, AdGreen means everyone producing advertising work will be able to capture and understand their own footprint data; advertisers and advertising agencies will be able to compare that to anonymised benchmarks.”
Following the learnings of albert, AdGreen will provide tools, services and expertise to the entire UK advertising production community from 2021, enabling all advertising professionals to improve the way campaign assets are produced for a better climate future.
AdGreen launches with two clear aims: to measure advertising production carbon footprints allowing the project team to understand which activities have the biggest impact, and to empower the industry to reduce emissions and to act for a zero carbon / zero waste. It will offer a carbon footprint calculator incorporating global carbon factors from over 140 countries, as well as specialist training, a renewable energy buy-in scheme, and later, certification and a high-quality offsetting scheme, for the advertising community in the UK.
The Advertising Association is actively seeking more partners to accelerate the uptake and impact of AdGreen. All advertisers, agencies and production companies looking to find out more about AdGreen should register their interest at its website. AdGreen is also exploring ways to establish the standard at an international level and welcomes enquiries from interested parties in territories from around the world.
Stephen Woodford, Chief Executive, Advertising Association, said “We are determined our industry does everything in its power to respond to the climate emergency. AdGreen will make it possible for anyone producing ads to be confident they can do it in a way that does not impact on the climate – a fundamental change that we have to all make now. Our thanks go to all our founding partners for providing the funding to make this happen.”
The Climate Action workstream is a key part of the Advertising Association Council’s new responsibility agenda in 2020, following the launch of the association’s new mission: to promote the role and rights of responsible advertising and its value to people, society, businesses and the economy.
Anybody interested in the industry’s work around Climate Action should contact the Advertising Association at climate@adassoc.org.uk and can keep up to date on progress at the Climate Action policy page on the Advertising Association’s website.
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