The Climate Action Working Group, led by the Advertising Association (AA) in partnership with Incorporated Society of British Advertisers (Isba) and the Institute of Practitioners in Advertising (IPA), has launched AdGreen, an initiative to eliminate the negative environmental impacts of production.
What is AdGreen and what does it aim to do?
It also carries support from the support of the IPA, the Advertising Producers Association (APA), the Association of Photographers (AOP) and Isba.
Led by industry specialist Jo Coombes with support from strategy advisor Tricia Duffy, the new standard is a partnership with Albert, a Bafta-led carbon calculator for the TV and film industry.
AdGreen will offer tools, services and expertise to the UK ad production community from 2021.
Specifically, it will guide the production of campaign assets to mitigate climate impact by measuring ad production carbon footprints to guide project teams toward lower-emission solutions.
The carbon footprint calculator will draw upon data from 140 nations, backed up by specialist training, a renewable energy buy-in scheme and, later, certification and a high-quality offsetting scheme.
UK-centric at launch, AdGreen is being prepped for an international roll-out, with any interested parties and partners invited to get involved.
Why is this important?
Explaining the significance of the venture, Coombes 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.”
Empowering advertisers to act in a carbon-conscious manner, Coombes believes that anonymised benchmarks hold the key for advertisers to ‘capture and understand their footprint data’.
This follows hot on the heels of the Climate Action Working Group, established by the AA last year.
The grouping marks the first big announcement by the trade association, signalling its commitment to lowering carbon emissions through practical initiatives.
Big advertisers have also shown themselves willing to embrace these ideas, with Unilever making a unilateral green commitment.