COP26: Clients and agencies offered net zero certificate

Ad Net Zero Essentials Ad CreativeAdvertising and marketing professionals are being offered a new course to enable them to understand the climate crisis and the actions needed to achieve net zero emissions in advertising operations by 2030.

The Essentials Certificate has been set up by Ad Net Zero, the industry’s response to the climate crisis, led by the Advertising Association, ISBA and the IPA, with backing from the DMA and IAB, too.

The 10-hour online course is available to anyone in the industry, in the UK and internationally, via the IPA’s CPD platform. It aims to provide them with the knowledge and practical skills to become genuine agents of change and take positive action against climate action.

The launch comes as the industry prepares to gather at the Ad Net Zero Global Summit this week to hear from leaders across the world’s advertising industry on the system change needed to tackle climate change.

The Essentials Certificate is designed to offer participants practical techniques to measure and reduce the carbon emissions related to the work advertising produces, recognise how the industry can promote sustainable behaviour change, and understand how to avoid greenwashing in advertising.

The content has been devised by Ad Net Zero, along with a specialist team of more than 20 advertising and sustainability experts from across the industry. Participants will be offered the opportunity to test their knowledge through a range of interactive content, including tests at the end of each module and practical tips to implement in their day-to-day work.

The course will be delivered via five modules and a final multiple-choice exam, with a digital certificate of completion and a MIPA star awarded to successful participants.

Ad Net Zero chair Sebastian Munden, who is also executive vice-president and general manager at Unilever UK & Ireland, said: “The pressing challenge of climate change requires a system-wide and fundamental response from our industry to change the way we work in order to change the work we make.

“This new training course arrives at the right moment for us to take responsibility as individuals to learn and put into practice techniques and approaches that are all geared towards positive climate action. I encourage everyone in our industry, from brands through to agency teams, from media-owner sales teams to ad tech providers, to take the time to achieve this certificate.”

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