Agencies want climate-neutral advertising for Switzerland
On Earth Day 2022, various Swiss agencies are launching a broad-based climate alliance to establish climate-neutral advertising as a new standard in the Swiss advertising market with immediate effect.
Climate change is one of the most pressing long-term challenges that must be actively addressed. A broad alliance of Swiss agencies and advertising service providers is therefore joining forces for a new standard in the communications industry: Mediaplus Suisse, Webrepublic, dentsu Switzerland, Livesystems, Group M (MediaCom, Mindshare, Wavemaker) and Wirz are the founding members of the Climate Alliance of the Swiss Communications Industry and are committed to the change toward climate-neutral advertising.
Alliance members commit to reducing and fully offsetting their own operational CO2 emissions from 2022. In addition, they enable advertising customers to calculate the emissions of their campaigns and also offset them.
Green GRP calculates CO2 emissions of advertising
Mediaplus and ClimatePartner have developed the Green GRP in Germany, a model that is openly available to the industry. This calculator has now been adapted for Switzerland and forms the basis for calculating the CO2 emissions of both advertising production and media placements and offsetting them together with ClimatePartner. GroupM agencies will continue to use their already successfully established "Admosfy" model to calculate CO2 emissions.
Climate-neutral advertising, starting now
Sustainability and action on climate change are topics that have been on the minds of the communications industry for some time. The alliance aims to provide an open platform to accelerate and simplify change with concrete commitments and an openly available tool. Tobias Zehnder of Webrepublic was one of the initiators of the alliance: "I was excited by the openness to the idea and the speed of collaboration across agencies. We are all united by the conviction to act now and make a big difference together."
Interested agencies and customers can contact Green-media.ch inform and take the first steps toward climate-neutral advertising. The alliance is open to all agencies and advertising service providers.
