Green advertising made easy
|Published: 9th May 2009 21:04|
Green advertising made easy with new Manchester workshop
A free workshop hosted by Defra, the Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA) will help advertisers and marketing professionals to 'go green' with their products.
The workshop, held in Manchester on 20 May, is aimed at getting businesses to contribute to the new green claims guidance which will help businesses understand how to make truthful and transparent claims about the environmental credentials of their products.
The innovative workshop will ask stakeholders to identify key issues and areas of confusion when making a green claim. The sessions will also provide an opportunity for those who have on hands experience or expertise in this area to identify improvements to the current code.
Defra has been working with the IPA and ISBA to create this free workshop to help businesses navigate the plethora of terminologies in use today and make accurate claims that are easily understood by consumers.
On 20 May the workshop will cover different business sectors such as: transport, travel, food and drink, clothing, energy appliances and banking.
Hamish Pringle, Director General at the IPA said:
"Agencies often complain about not having a place at the 'top table' - well here's a free invitation to participate in a Government-sponsored workshop on a topic that's right at the very top of the corporate agenda. This is an ideal opportunity for senior agency managers and their clients to make their views known in a forum where they will be heard, and acted upon."
Ian Twinn, Director of Public Affairs at the ISBA, said:
"Defra's initiative in launching these workshops is both constructive and timely. We all want business to be able to make green claims, but the area is complicated. Misleading green claims help no-one, but we need to move from accusing people, to helping them get it right. I believe the sessions will help to do that and deserve the support of all who use, or might use, green claims in marketing."
The workshop will cover all aspects of marketing communications, from media advertising to packaging claims, company websites, promotions, merchandising and delegates will hear from a range of leading industry speakers. This workshop has been organised as part of the process to update the Green Claims Code, which was last revised in 2003, as a result of the exponential growth in the market for 'green products'. The updated code will support businesses and ensure that the broad range of environmental claims they make are accurate, truthful and relevant. Last February Defra announced an industry led steering group to assist with the updating of the Green Claims Code.
The workshop will be held at Urbis, Cathedral Gardens, Manchester M4 3BG http://www.urbis.org.uk/corpevents.asp with registration and breakfast from 8.30am and a prompt start at 9am.
Admission will be by reservation only and strictly limited to 60 participants per session.