WHO WE ARE
We are AdGreen NL, a non-profit organisation working to replicate AdGreen UK in The Netherlands.
AdGreen UK unites the advertising industry to eliminate the negative environmental impacts of production, enable the community to measure and understand waste and carbon impacts. This empowers them to act for zero waste and zero carbon.
AdGreen NL will follow in the footsteps of the United Kingdom, where AdGreen is already operational and is made up of leading industry players and advertising industry's key trade bodies. We are happy that BVA and VIA endorse this initiative and supports our drive to make Adgreen NL supported by the whole industry.
AdGreen NL has been set up by a group of green-minded producers to deliver the sustainability project to you, the Dutch advertising community. To secure some initial funding, we need to demonstrate that we have the support of our industry. Please read on, and then add your signature below to help us get started.
Find out more about AdGreen UK here: https://weareadgreen.org/about-us
THE CHALLENGE
“You can’t manage what you don’t measure.” In 2021, the Dutch advertising community created almost 11.500 unique productions. However, no one knows how much carbon all those productions produced, because no-one’s been measuring it. To reduce the carbon impact, it first needs to be measured, and then understood.
THE SOLUTION
Just as in the UK, AdGreen NL will offer resources, training, and a carbon calculator, free at the point of use. This will enable the advertising community to measure and reduce their carbon footprint. Scripts can then be presented to clients with not only budgets and treatments, but carbon footprints too – empowering all involved to discuss the implications of creative ideas and production approaches.
To do this, we need your support. Tell us below that you support the AdGreen NL project, and we’ll get started on making it happen!
INTRODUCING THE LEVY
To be able to offer help to anyone who wants it, for free, a small voluntary levy on production spend will be introduced. Just as in the UK, this will be paid by pioneering brands who are leading the charge on reducing their impact on the environment.
The levy will be just 0.25% of the cost to produce an advertising asset – that’s just €2,50 per €1000 spent, capped at €2,500 per production. The levy is paid by the brands to those producing their work (their ‘principal production partners’ – advertising agencies in most cases), and then passed to us. The more brands who contribute, the lower the levy percentage can be.
Find out more about the UK levy system here: https://weareadgreen.org/the-levy
HOW WILL LEVY FUNDS BE USED?
AdGreen NL exists to support a large-scale industry shift towards net zero. We intend to offer the following resources:
- Online sustainable production training sessions delivered by trainers based in the UK and the Netherlands
- A resources guide with advice for every department
- Access to the AdGreen Carbon Calculator, along with training on how to use it and the possibility to access a final report of the actual carbon emission
- Informative events and case studies to inspire the community
- Opportunity to offset unavoidable emissions via pre-screened program
The levy funds will enable us to provide these resources free at the point of use, resulting in a carbon-literate workforce adept at producing work on a reduced carbon budget. We will also analyze the carbon calculator’s Dutch dataset to assess where industry infrastructure projects can support a faster shift to net-zero – and then work with suppliers (transport, studios, generators, equipment) to make this possible.
The levy will also be used for day-to-day operational costs: a small support team, IT equipment, insurances and so on.
HOW YOU CAN GET INVOLVED
AdGreen NL aspires to enable industry-wide change in The Netherlands. As we said earlier, to secure some initial funding, we need to demonstrate that we have the support of our industry. Please express your interest and support for AdGreen NL by adding your signature below. You can sign on a personal basis or (preferably) on behalf of the company you work for.
Together we create a net zero industry!