THE ADGREEN CARBON CALCULATOR
It's only by understanding our actions that we can make changes - measurement drives behaviour!
The AdGreen online carbon calculator will launch in September, and be free at the point of use for the advertising production community. Here's a little taster of some of the tool's features - to stay up to date, sign up to our newsletter.
DESIGNED BY THOSE WHO WILL USE IT
The bespoke tool, created in partnership with industry stakeholders, will enable advertising agency and production teams ('contributors') to collaboratively log their production activities and see where practical changes can be made in order to reduce a project's carbon footprint. It will also allow the related parent companies, production consultancies, brands and brand parents ('reviewers') to explore and analyse footprints for all projects within their campaign, and to get individual reports which can be used to inform larger company-wide reporting.
Once the tool is launched we will be working on additional functionality, including the option for principal production partners (which will usually be advertising agencies) to invite a number of third party production teams to submit a footprint for their intended treatment of a script or concept at bid stage, meaning the advertiser will have even further oversight of the production services they're procuring.
WHAT WILL YOU BE ABLE TO MEASURE?
The tool will allow for the measurement of any stills, motion or audio project which is part of an advertising campaign. The contributors will record information in four key areas: transport, spaces (encompassing non-filming spaces such as offices, locations and studios, and accommodation), materials (such as food, set build and decoration items, batteries and costume), and disposal of waste.
The carbon calculator has been developed from BAFTA albert's established online tool for the Film and TV production community. The tools will share the same core calculator functionality, ensuring both industries benefit from upgrades and insight, but AdGreen's will have a unique structure including bespoke user types and security rules relevant to the industry's many stakeholders. This will also mean the tool can flex as needed for contributors working in various different ways from one project to another.
The methodology of albert's core calculator is available here and covers how each carbon factor is calculated. As an example, the calculator has a database of 309 electricity emission factors for different countries and states, meaning that wherever the office, studio or location is, the associated carbon will be relative to the location. We'll also be releasing the tool in other languages shortly after it launches in English.