Chapter 9

Responsible media campaigns

Reading time: 15 minutes
In this chapter, you will learn how to:
  • Understand the impact of traditional and digital media;
  • Choose the right channel to communicate effectively;
  • Reduce the ecological footprint of your media campaigns.

What impact do media campaigns have?

The global ecological and social impact of the communications and media industry is significant, particularly that of the advertising and marketing campaigns used to promote consumerism.

For a global industry of this size, tackling these impacts is of crucial importance. Companies in the advertising and media sector have an essential role to play and can take a number of steps to reduce their ecological footprint: using sustainable materials, using green energy or promoting responsible consumption.

How can you reduce the ecological impact of media campaigns?