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AdGreen initiative for zero-waste, zero-carbon advertisement production
AdGreen initiative – a new sustainability overture spearheaded by the Climate Action Working Group – is meant to realize zero-carbon and zero-waste advertisement production.
As advertising pollution is a global issue, AdGreen will develop a carbon footprint calculator tool, specialist training, a renewable energy buy-in scheme and, later, certification and a high-quality offsetting scheme.
AdGreen is meant to empower the advertising production industry to measure, manage and ultimately reduce its carbon footprint.
The initiative was backed by Unilever, Sky, WPP, Havas, adam&eveDDB, MullenLowe Group as part of IPG, Advertising Production Resources (APR), the Institute of Practitioners in Advertising (IPA), the Advertising Producers Association (APA), the Association of Photographers (AOP) and the Incorporated Society of British Advertisers (ISBA).
“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 that they can do it in a way that does not impact the climate – a fundamental change that we have to all make now,” says Stephen Woodford, Chief Executive of the Advertising Association.
Why the initiative was launched:
The project launches with two main aims; namely to measure the impact advertising production has on the environment and to identify which activities leave the heaviest carbon footprint.
“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 anonymized benchmarks,” explains Jo Coombes, Founder of AdGreen.
“We want to build a future-proofed carbon-literate workforce, giving us the opportunity for the highest creative ambition with the lowest carbon impact.”
Unilever works with hundreds of production suppliers and creative agencies globally, filming in over 60 countries and spending millions of euros annually on global advertising production. In line with Unilever’s wider environmental commitments, its AdPro team has for some time had a sustainability policy in place but needed a common industry approach and tools to effectively reduce emissions.
The AdGreen initiative provides a solution. “The work being done by the UK’s Advertising Association’s Climate Action group shares our objectives, with the benefit of being industry wide. We’re excited to get to work alongside our fellow founding members, to develop a tool that we can use throughout the world when executing Unilever’s advertising production,” says Dana Cadden, Head of Global Advertising Production, Global Marketing Services.
Unilever CEO Alan Jope said “What we do today is make or break. So we’re delighted to join our peers and other leading organizations to launch AdGreen, to push for real change in advertising production. Now is the time to commit to a fairer, zero-carbon world.”
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