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South Africa: Advertising Agency Goes Carbon Neutral
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Business Day (Johannesburg)
14 May 2008
Posted to the web 14 May 2008
Edward West
Johannesburg
ZOOM Advertising -- Ogilvy's retail advertising and "brands at retail" agency -- claims to be the first agency to become carbon neutral in SA.
ZOOM analysed its carbon footprint in terms of electricity and paper use and by staff vehicular travel and executive air travel. This information was fed into the Trees for Africa calculator to give the number of trees needed to render ZOOM carbon neutral and environmentally responsible.
ZOOM creative director Deon Robbertze managed the audit.
" With car travel, for example, we included employees' total travel in a year and not just work travel. We have more than covered our footprint," he said.
ZOOM's total carbon output was 60,5 tons a year.
To counteract the effects, at least 325 trees would have to be planted. ZOOM planted 360 trees and decided to work with Food and Trees for Africa, an organisation that plants fruit trees and trains communities on how to care for the trees.
Robbertze said his trees would be planted in disadvantaged areas around Cape Town over the next 12 months.
ZOOM MD Steve Massey said the initiative was part of their philosophy to promote sustainable marketing and build socially responsible campaigns for clients.
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ZOOM's accounts include PEP, Cashbuild, Sportsmans Warehouse, Outdoor Warehouse, Crazy Store, Sasko , V-Slots (Vukani Gaming) and Delheim Wines.
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