The World Out of Home Organization (WOO) has set up a ‘Sustainability Task Force’ in its mission to green-up out-of-home (OOH) advertising.
The new task force will be led by BlowUP Media’s Katrin Robertson and a panel of 11 other members – which are JCDecaux chief sustainability and quality officer Lénaïc Pineau, Clear Channel UK CMO Martin Corke, Annina B. Bleek, senior VP Solutions Studio, Stroer Media Solutions, Evolve OOH’s Danielle Austin, Omnicom Media Group’s head of sustainable solutions Stephanie Helen Scheller, Adam Green from Broadsign Reach in Canada, Dentsu Global Head of OOH Ben Milne, the US OAAA’s Jeff Jan, Primedia Outdoor in South Africa’s Jorja Wilkins, Judd Guthmiller of Daktronics, and Kai-Marcus Thasler from Germany’s OOH trade association.
The intention of the task force is to share ways to maximise the positive impact of OOH platforms and minimise their OOH carbon footprint. The aim is to support WOO members to sharply reduce emissions and make a positive contribution to achieving global targets for greenhouse gas reduction.
“Global emissions are an overriding concern and responsibility for all major industries. Many OOH companies are already taking big steps to improve their environmental performance and the task force’s role is to pull together and highlight the best such initiatives so that all WOO’s members – media owners, national associations, tech companies and agencies – can play their part,” said Robertson.
“We have been overwhelmed by the support from the industry so far, as the scope and breadth of the Task Force indicates. Forthcoming initiatives will begin with a shareable database including all relevant sustainability information while sustainability will also take centre stage at WOO’s next Global Congress in Lisbon from June 7-9.”
