Kru Live extends its carbon negative stance

For some time now Kru Live has been carbon negative as an agency team; they have been offsetting their emissions since 2014. It is now looking to build on this by implementing a carbon negative ‘climate consideration’ line on each of its clients’ activations, worldwide to reflect the emissions they produce across a campaign.

Sarah-Jane Benham, Managing Director of Kru Live comments, “Our goal is not just to “do our bit”, but to try and do more. Together with our clients, we are looking to grow our climate consideration fund which will be gifted to the RMDLT PORTEL-PARÁ REDD PROJECT on an annual basis which helps reduce deforestation in the The Amazonian Rainforest, Brazil in addition to planting trees.

“In many ways the initiative has been born out of a growing appetite from our clients to produce cleaner, greener work however they are of course welcome to opt out if preferred, no questions asked.”

“To encourage traction and support of our initiative, we were keen to make the calculation as simple as possible. We  took a sample of projects across a 12 month period and worked alongside Carbon Footprint to calculate what an average contribution should be on a typical Kru Live booking. We landed on an average percentage and multiplied it by three to not only ensure carbon neutrality but to go beyond this and be carbon negative – removing more than we produce. “

“But it’s not just about offsetting our carbon emissions,” she continues. “We can be such a wasteful industry and need to think twice about the branded materials we produce and distribute. We encourage clients to work with our preferred partners for uniform, merchandise, logistics and production; those that we chose because they are mindful of the importance of responsibly sourcing their products and planning journeys in an environmentally conscious way. And whilst waste management and longer term planning is typically built into large scale experiential campaigns, it’s the smaller ad hoc pieces of work that often don’t have the foresight or budget to justify the reuse, recycling or upcycling of materials”.

“There is no doubt about it, for the time being, being greener usually comes at an increased cost and while clients continue to want more value for their spend, it’s going to take an industry-wide effort to see an improvement”.


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