Ad Net Zero’s new training course aims to help those working in advertising better understand the climate crisis
Coinciding with the kick-off of COP26 and the Ad Net Zero Global Summit, Ad Net Zero, the UK advertising’s response to the climate crisis, led by the Advertising Association, ISBA and the IPA, has launched a new training course, ‘The Essentials Certificate’ to help people working in advertising and marketing better understand the climate crisis.
The 10-hour course is available online to all professionals, in the UK and internationally, via the IPA website. The course aims to arm advertising professionals with the knowledge and practical skills needed to become genuine agents of change when it comes to climate action. It is designed to teach individuals about the practical actions needed to achieve net-zero emissions in advertising operations by 2030.
The Essentials Certificate will offer participants practical techniques to measure and reduce carbon emissions related to the work advertising produces, recognise how the industry can promote sustainable behaviour change, and understand how to avoid greenwashing in advertising.
The sustainable transformation that businesses are making within the next 5-10 years requires our teams to have a foundational understanding of climate change, and the role that marketing plays in support of the shift to more sustainable consumption and lifestyles.
Stephanie Lambert, Head of Industry, FMCG – Facebook
The course content has been carefully curated by Ad Net Zero, headed by the Advertising Association, ISBA and the IPA, along with a specialist team of more than twenty leading advertising and sustainability experts from across the industry (see full list below).
“The pressing challenge of climate change requires a system-wide and fundamental response from our industry to change the way we work in order to change the work we make,” says Sebastian Munden, Chair of Ad Net Zero and EVP and General Manager, Unilever UK & Ireland. This new training course arrives at the right moment for us to take responsibility as individuals to learn and put into practice techniques and approaches that are all geared towards positive climate action.”
The course will be delivered via five modules and a final multiple-choice exam, with a digital certificate of completion and a MIPA star awarded to successful participants. Participants will be offered the opportunity to test their knowledge through a range of interactive content, including tests at the end of each module and practical tips to implement in their day-to-day work.
“The sustainable transformation that businesses are making within the next 5-10 years requires our teams to have a foundational understanding of climate change, and the role that marketing plays in support of the shift to more sustainable consumption and lifestyles.” explained Stephanie Lambert, Head of Industry, FMCG – Facebook, “We’re excited to roll out Ad Net Zero’s robust training qualification to our sales and marketing teams to equip them with this knowledge and enable them to be the best partner to our clients.”
The course is available online now at a discounted cost of £60 per person for Ad Net Zero Supporters and £120 as standard. For more details please click here
Learning is delivered via five modules to help participants understand the key concepts related to our climate future and where to seek out tools to enable them to act in their professional role and as a member of society. The course also offers further reading to deepen understanding of the topics, but this is optional.
Module 1 - Climate Fundamentals: Climate change, its history and current key legislation, policies, initiatives and organisations to be aware of.
Module 2 - Ad Net Zero: A deep dive into Ad Net Zero, its origins, ambitions and the action plan needed to drive change through the UK advertising industry.
Module 3 - Changing the Way We Work: A step-by-step guide to the actions we need to take as individuals and businesses, exploring the proportionality of impacts and decisions we make around all aspects of the way we work.
Module 4 - Sustainable Behaviour Change: An introduction to the #ChangeTheBrief initiative, focusing on how the skills and influence of the industry can be applied to promoting sustainable lifestyles with practical ways to incorporate action into the creative process.
Module 5 - Understanding the Rules and Regulations Around Greenwashing in Advertising: A guide to the fundamentals of ‘greenwashing’ and how to actively avoid it in the work we produce, from basic understanding of good work practice to specific ASA rules that apply to misleading environmental claims.
Consultants:
· Alexander Cronin – Senior Environmental Management Consultant, Green Element
· Sera Holland – Co-Founder, The Fawnbrake Collective
· Tricia Duffy – Strategy Advisor, AdGreen
· Jo Coombes – Project Director, AdGreen
· Amelie Lambert – Communications and Sustainability Consultant
Advertisers
· Sebastian Munden – EVP and General Manager, Unilever UK & Ireland
· Margaret Jobling – Group Chief Marketing Officer, NatWest
Agencies
· Caroline Davison – Managing Director & Sustainability lead, ELVIS
· Rob McFaul – Co-Founder, Purpose Disruptors and #ChangeTheBrief advisor, Mindshare
· Pauline Robson – Managing Partner, MediaCom
· Dom Stevenson – Head of Production, Jump (Havas Media Group)
· Anuschka Clarke – Managing Partner, The7stars
· Natasha Allard – Senior Manager, Global Environment Strategy, dentsu
Industry Groups
· James Best – Chairman, CAP and Credos
· Rachel Aldighieri – Managing Director, Data & Marketing Association
· Justin Davis – Copy Advice Executive, ASA
· Tom Merryweather - Complaints Executive, ASA
· James Ogilby – Senior Investigations Executive, ASA
· Ruth Piper - Complaints Executive, ASA
· Janet Taylor – Copy Advice Executive, ASA
The IPA team
· Indre Dragunaite MIPA - Head of Learning Technologies |
· Louise Hinchliffe - Associate Director of Professional Development
· Michael Smith - Online Qualifications Content Developer
The Ad Net Zero Team
· Stephen Woodford – Chief Executive, Advertising Association
· Matt Bourn – Director of Communications, Advertising Association
· Jan Sanghera – Project Manager for Ad Net Zero, Advertising Association
· Irene Gari Chia – Ad Net Zero Executive, Advertising Association
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