Lesson 1

Limiting the impact of external and traditional media

updated on
 16/10/2023

Outdoor media mainly consist of billboards and poster sites of various sizes, designed to be seen by passers-by, pedestrians or public transport users.

Traditional billboards require significant resources, such as vinyl, ink and electricity to light the panels. They also contribute to light pollution. On a “carbon per impression” basis, however, outdoor advertising would be the most sustainable of all media channels because it can be seen by a much larger number of people than other media where each impression can be seen by a single individual.

How can you limit the impact of your creative campaigns?

How can you limit the impact of your creative campaigns

To limit the impact of outdoor advertising campaigns:

  • Use more environmentally friendly materials such as recyclable paper or bamboo;
  • Adopt sustainable production practices and use renewable energy sources to power your facilities;
  • Reduce the size and location of display panels and, if necessary, use the most energy-efficient digital display panels;
  • Take advantage of your outdoor advertising campaigns to share information about environmentally-friendly practices, to raise awareness and encourage consumers to adopt sustainable habits in their daily lives.

Here are a few tools you can use or draw inspiration from to reduce the impact of radio communication campaigns:

  • Albert: designed for the radio and film industry to measure the environmental footprint of productions. It provides a series of resources and other tools to help broadcasters measure their carbon emissions, identify areas where they can reduce their environmental impact and implement sustainability measures.
  • .L.I.C.E (Advertising Limiting Impacts & Carbon Emissions): the calculator developed by the Publicis group to help their clients reduce their environmental footprint by assessing the impact of their campaigns or projects.

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