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How to limit the environmental impact of an advertising campaign?

How to limit the environmental impact of an advertising campaign?

Published : 04/21/2021 04:35:59 Updated : 08/02/2022 18:05:16 Ecology and advertising

Équipe Adintime

Pôle Marketing

This year is more than ever a year of ecological awareness. We are regularly asked how to communicate in a more eco-responsible way. Following these numerous feedbacks, we have decided to dedicate an article to start answering the question: how to communicate in a more ecological way?

With a few optimizations, it is possible to simply reduce one's environmental impact, but above all, deciding to communicate in a responsible way means :

opting for a transparent discourse
spreading strong values that are dear to you
being coherent in your advertising message, your communication activities and your speech
thinking about the optimizations you can make in your communication
really commit to a sustainable development approach
choose partners who are also in an eco-responsible approach

Summary of the article: How to limit the environmental impact of an advertising campaign?

Recyclable advertising media
Printing with plant-based ink
Advertising bicycles
Advertising on VTC and electric or hybrid cab
The depolluting ad devices

Recyclable advertising media

Many solutions today allow you to communicate while using recycled and/or recyclable paper. The poster company Clear Channel has recently launched a green advertising offer with posters printed with vegetable ink and on 100% recycled paper. The latter has also held ISO 14001 certification for environmental performance since 2004. Indeed, it has implemented measures such as the recycling of urban furniture or the planting of trees with its partner EcoTree.

If you want to advertise in the newspaper Le Dauphiné Libéré, you should know that each copy of the newspaper is printed on recycled paper certified PEFC (Programme de reconnaissance des certifications forestières : Programme for the Endorsement of Forest Certification schemes) or FSC® (Forest Stewardship Council®). These certifications guarantee that the paper used for the newspaper comes from controlled and responsibly collected resources.

Printing with plant-based ink

Another good print solution to limit its environmental impact is to choose plant-based ink for the printing of its advertisements. What is plant-based ink?

Plant-based inks are mostly made with organic components. They reproduce the effects of classical inks without the harmful effects on the environment.

>>> Discover what the Climate Law has changed for advertising

Advertising bikes

We see more and more advertising bikes appearing in the street marketing landscape. They are an excellent way to spread your advertising message to a pedestrian target while limiting your carbon footprint. It is a hybrid medium that combines all the advantages of classic billboards and street marketing.

Advertising on VTC and electric or hybrid cab

Increase the opportunities for your target to see your ad while limiting your impact on the environment, it is possible thanks to the cab - VTC advertising system developed by Rainbooh. The advertising network, labeled Ad For Good, uses a fleet of electric and hybrid vehicles and prints the advertisers' campaigns on eco-responsible materials that are then recycled.

The depolluting ad devices

The depolluting canvases

To contribute more effectively to the improvement of the air in cities, JCDecaux offers advertisers the opportunity to broadcast their advertising campaigns on depolluting canvases developed by Anemotech: The Breath. The device absorbs part of the emissions from vehicles, nitrogen oxide and sulphur.

During its campaign, from November 3 to 30, Levi's decided to dress the Trinity Church in Paris with this canvas.

The filtering posters

Just like Levi's, Innocent gives Parisians a breath of fresh air by installing filtering posters on bus shelters. The idea is simple: a vegetal foam mat captures the polluting particles in the air and filters them.