3.1.2 The campaigns you choose to work on

Assessing each campaign on its merits

While the previous step suggested potential exclusions on working with clients from particular sectors, there’s some nuance here when it comes to campaigns.

For example, if you choose to continue working with fossil fuel clients, then consider if this fits with your ambition:

• Passive: continue to work on any campaign, adhering to the relevant green claims guidelines.
• Participant: only work on campaigns if they’re focused on their renewable energy initiatives.
• Pioneer: only work with fossil fuel companies who have a committed, credible and timely (within 10 years) transition plan to move away from energy production from fossil fuels, and the campaign work is focused on that transition (and encouraging others to join them).

Working with clients to change the brief

There’s a huge opportunity to work together with clients to help shape the work you do together and the messages you’re putting out to their audience. Armed with the right knowledge (see step 2.4: Be informed), your agency can become trusted advisors to your clients, helping to shape the type of work you create together and promote more sustainable behaviours.

Is the message misleading?

Another key element is to have a framework to assess whether a campaign message is misleading, beyond whether it’s truthful and accurate. The Green Claims Code in the UK and other similar legislation around the world will provide the legal guardrails here, but there may still be nuance where you need to make a judgement call as to whether you are comfortable with the campaign content and its underlying objectives.

Case Study: Orsted

One of the only examples of a large fossil fuel company that has adopted a credible transition plan.

Orsted is a Danish multinational energy giant that transitioned away from fossil fuel powered energy generation to be the world’s largest developer of offshore wind farms.

The company has its origin in the Danish state-owned company Dansk Naturgas A/S and was founded in 1972 to manage gas and oil resources in the Danish sector of the North Sea.

At about the time of the 2009 United Nations Climate Change Conference in Copenhagen, Orsted adopted the ‘85/15 vision’ with the aim of changing from a company generating 85% of its energy from fossil fuel-based activities, to a company generating 85% of its energy from renewable activities.

Through a process of investment and divestment, it succeeded in achieving its vision in just eight years. At the time of writing it currently generates around 95% of its energy from renewable sources, with a target of 99% by 2025.

Suggested resources

A list of resources, tools and guides to help guide the development of campaigns from a sustainability perspective:

• Change The Brief – on-demand and face-to-face learning programme and community offering insights and expert advice on how you can adapt your work to promote more sustainable choices and behaviours in line with a zero-carbon world.
• Pitch Positive Pledge - designed to help both clients and agencies enhance the existing pitch process by focusing on behaviours in a bid to improve mental health, cause less wastage and reduce costs.
• Conscious Advertising Network (CAN) – a coalition of over 180 advertisers, agencies, tech providers and civil society groups with a manifesto to reduce the negative impact of campaigns.
• The Anti-greenwash Guide for Agency Leaders - provides useful pointers to navigate the complex landscape of greenwashing.
• Sustainability Communications Diagnostic Tool - provides guidance on what can and shouldn’t be claimed in sustainability ad campaigns.
• Advertising Standards Authority – Guidance on Environmental Claims – along with the guide, the ASA Copy Advice Team is a great free resource to engage with to verify messages.
• Green Claims Code Checklist – sets out six key points to check your environmental claims are genuinely green.
• The GreenPrint - advice and guidance on what works when it comes to raising awareness, educating, building brand reputation and driving change on environmental action.