Adzer0 for a clean advertising industry

Adzer0 aims for a clean & sustainable advertising industry by:
1. A cleaner production process
2. Climate friendly offices
3. Clear communication and consultation on sustainability issues
towards advertisers

Why?
Adzer0 came into life when MTV Networks and Discovery Networks
were brought together by Aart van Veller (WeRcool.org) and Geraldo
Vallen (Czar).
Van Veller has worked with both Czar, MTV and Discovery in reducing
their own corporate CO2 emissions. Now they join forces to stimulate
other players in the advertising industry to do the same.
The concept of Adzer0 gives shape to the idea that production
companies and advertising agencies can have a key role in
promoting sustainable development. In the bigger debate on changing
our daily consumption pattern, we cannot deny the influence advertising
has over its customers. The use of media play an important role and
advertisers should take on their responsibility to also contribute to a sustainable
low carbon economy. By using its talents and communication skills, the
advertising industry may help shift consumption patterns towards
sustainability. Agencies may inspire their clients’ communication
strategies and increase the overall awareness of sustainable
consumption. By Adzer0 as a partner in crime they will contribute in
reaching these objectives.

How?
MTV Networks and Discovery Networks have both agreed upon to
attach a tag-on / billboard to every ad that has been produced in
a more  sustainable and climate neutral way.
Not only will consumers see the ad that proves a contribution to a
more climate secure future, the advertiser will also receive more
air-time than normally agreed.
To receive the extra exposure, an advertiser will be obliged to
operate in a sustainable manner. Using greener facilities, reducing
waste and cutting back on the use of electricity gas and fuel,
an advertiser can already reduce its CO2 emissions by 20 to 30%.
To limit the effect of its unavoidable CO2 emissions even further,
a company can choose to compensate the remaining emissions.
An independent organisation will be called in to exactly assess the
measures which are taken by the advertiser to guarantee its claim
of producing sustainable.
With Adzer0 our aim and hope is to stimulate not only the sustainable
production of commercials but also to inspire and trigger the clients of the
industry (advertisers and media) in becoming more sustainable.

More for 0!

www.adzero.org

WeRcool.org is currently investigating together with KPMG and VEA the criteria for a Adzer0 label.