UK – AdGreen, the sustainability and zero carbon campaign group of the Advertising Association (AA), has developed a carbon calculator to measure the carbon footprint of advertising production and campaigns.
AdGreen’s calculator allows users to enter information on activities such as travel and transport, energy and fuels, materials and catering to understand the carbon impact of a production.
The tool allows anyone working on a project to enter information to get a more accurate view of carbon consumption during the production of an advertising campaign.
The Carbon Calculator is free at the point of use, but there is a 0.25% AdGreen fee on production spend for agencies enrolled in the program.
The calculator is supported by Adam&eveDDB, Advertising Production Resources, Google, Havas UK and Havas Studios, MullenLowe, Publicis Groupe UK, Sky, WPP and Unilever.
More than 130 advertising agencies and production companies are registered to use the tool.
Jo Coombes, Project Director at AdGreen, said: “We really hope this tool will be a game-changer for the industry. If we really want to get to net zero, we need to start measuring and understanding our carbon impact.
“The information generated by this tool will help companies make informed decisions about internal reduction targets and become more carbon-savvy in the process.”