Sky and Unilever have joined forces with the Advertising Association (AA) to try to combat the ad industry’s carbon footprint.
AdGreen is a new initiative designed to reduce the environmental impact caused by advertising production. From 2021, AdGreen will provide tools, services and expertise to the UK ad production community, aiding advertising professionals in improving the way that campaign assets are produced.
From 2021, AdGreen will provide tools, services and expertise to the UK ad production community, aiding advertising professionals in improving the way that campaign assets are produced.
Created by the AA’s Climate Action Working Group, AdGreen has two clear goals: to track and measure the carbon footprint of ad production, and to empower the industry to eliminate emissions. To this end, the initiative will provide a carbon footprint calculator incorporating global carbon factors from over 140 countries, specialist training and a renewable energy buy-in scheme, as well as certification and a high-quality offsetting scheme for the UK advertising community.
It’s hoped that these measurement tools will allow the project team to better understand which activities have the biggest carbon impact.
“Urgent action is needed from every corner of every industry to move to a zero-carbon future,” said Unilever CEO Alan Jope.
“We’re delighted to join our peers and other leading organisations 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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