A voluntary levy on advertising production is helping to reduce the carbon footprint of all ads
Spotted: Including creative production, broadcasting, and ad targeting, the average ad campaign can generate around 323 tonnes of CO2-equivalent emissions, according to a study conducted by Fifty-Five. Advertising may on the surface seem carbon neutral, especially when looking at industries like manufacturing and aviation, but, in reality, many aspects of advertising contribute significant emissions.
AdGreen, an initiative by the Advertising Association, hopes to change this by eliminating the negative environmental impacts of advertising production. To accomplish this, AdGreen creates tools, resources, and training to enable the advertising production community to measure and reduce their carbon footprint.
Some of the offerings from AdGreen include a carbon calculator that allows marketers and producers to measure the emissions from all of their advertising production activities. AdGreen also analyses data to assess where infrastructure projects can support a faster shift to net-zero, and works with large suppliers, such as transport, studios, and equipment suppliers to make this possible.
All of AdGreen’s tools and assistance are offered for free. The initiative is supported by a small voluntary levy on production spend, which is paid by advertisers to their principal production partners and then passed to AdGreen. The current levy is 0.25 per cent of the cost to produce an advertising asset (£2.50 per £1000 spent) and is capped at £2,500 per production. The more advertisers who contribute, the lower the levy percentage will be.
Achieving net zero involves every industry. Springwise has spotted other ways advertisers are demonstrating a commitment to sustainability, such as a supermarket campaign that helps customers reduce waste and an ad campaign that promotes used electronics.
Written By: Lisa Magloff