In recent years, a number of major industries in the country have begun to make the transition to a green and sustainable market economy in a tangible way, for example by investing millions in green steel in industry, the electrification of cars and trucks and, not least, the large-scale production of batteries.

In advertising, marketing and communication, progress has been slower. The reason for this has been the perceived difficulty for many media companies to develop metrics to measure the carbon footprint of campaigns and advertising buys. And secondly, perhaps a concern about how media buyers will react when the carbon footprints of different media types become fully visible to customers. What if the reaction is negative?

It is now time to move towards a green transition for the media industry as well. Transparency and measurability at campaign level are absolutely essential to identify areas where the carbon footprint is high and where extra efforts are needed to reduce it in the future.

Media buyers will welcome transparency and measurability. Advertising and communications turnover is around SEK 40 billion a year. It is obvious that such a large part of the country's economy should move forward with the green transition as this also requires much less investment than for many other sectors, such as industry, which has already started this transition.

JCDecaux Sweden will therefore, from 1 March, openly report the carbon footprint of each campaign. The calculation of our carbon footprint has been developed by www.climatepartner.com . ClimatePartner is an independent auditing company that guarantees that all calculations are correct according to the leading international standard Greenhouse Gas Protocol https://ghgprotocol.org/

A complete overview of the carbon footprint of all JCDecaux products can be found here www.jcdecaux.se/hallbarhet

Every kilo of carbon dioxide per campaign purchased will always be 100% carbon offset by us, which is also reported and guaranteed by ClimatePartner to each client.

JCDecaux Sweden aims to halve our carbon footprint by 2030 from the 2020 level. Between 2014 and 2020, we reduced our carbon footprint by 70%. We have drawn inspiration for halving our emissions from the Haga Initiative business network: https://www.hagainitiativet.se/sv which includes Coca-Cola, McDonalds, Axfood, Preem and other major companies as members.

We urge the whole industry to follow our initiative. Set concrete climate targets, halve them every decade, be transparent with your emissions figures and join us on the journey as we take the first step to openly report our carbon footprint by campaign.

Magnus Heljeberg

CEO JCDecaux Sweden