The new tool allows production teams to measure the carbon footprint of their production and take active steps to reduce it
Designed with support from practitioners from a range of companies, the calculator will ensure agencies, production companies and production service companies are able to identify the highest carbon producing activities of their projects.
The calculator works by allowing users to enter information in four key areas relating to a production, including travel and transport, energy and fuels and materials and catering.
It is designed so everyone working on a project can help to add information, allowing greater oversight and understanding of where a project is making the biggest carbon impacts.
The tool is free at point of use and funded by the AdGreen levy, a 0.25% charge on production spend paid by participating advertisers and collected by their agencies. The tool forms an essential part of Ad Net Zero, the UK advertising industry’s plan to reach net zero by the end of 2030.
AdGreen is a part of the Advertising Association, uniting the advertising industry to eliminate the negative environmental impact of production.
Sophie Broadbent, AdGreen’s project manager, said: “This tool is really collaborative which makes it very exciting. It’s been designed and built alongside those who will be using it, to make sure it’s truly fit for purpose.
“Ad agencies, production companies and production service companies will be able to input data into the calculator, while brands, brand parents, agency holding companies and production consultancies will be able to review data to make decisions.”
Register to use the tool here.
