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Initiative name: Cycle2Com

WPP Company: Y&R, Paris

Y&R Paris is partnering with the AACC (the French association of communications agencies) and five other organisations1 from the communications world to develop a calculator to evaluate the environmental impact of communications campaigns.

The easy-to-use, simple calculator, named ‘Cycle2Com’, applies a life-cycle approach to assess the environmental impact of communications campaigns across seven different types of media: TV, radio, press, internet, outdoor, direct marketing and in-store/out-of-store marketing. Cycle2Com goes beyond the production stage to consider the entire media plan right through to the campaign end-of-life.

The tool estimates the environmental impact across four areas: energy usage, carbon emissions, water consumption and waste generation. The objective of Cycle2Com is to embed environmental issues into the decision-making process, giving clients the opportunity to make informed decisions by comparing the environmental performance of several media plans and campaigns. 

The tool will be used to raise awareness among marketers and advertisers on the potential impact of the campaigns they create and commission. Currently in the final stages of development, Cycle2Com will be available to marketers and advertisers by the end of 2012.

1 UDA (l’Union des annonceurs – the French association of advertisers), UDECAM (l’Union des enterprises en conseil et achat media – the French association of media buying agencies), Mediapost (the direct mail agency of the French postal group, La Poste), EcoFolio (government-authorised body encouraging paper recycling) and ADEME (the French environment and energy management government agency).

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