31 Brandalism

Brandalism

Vandalism for good hijacks ad space—exposing brands and demanding they do better.

Climate activists are expanding their targets from the world’s biggest corporate polluters to those who enable them, from governments to banks and ad agencies.

Groups including Brandalism, Badvertising and Adfree Cities launched organized, guerilla-style efforts in the United Kingdom around COP26, the global climate conference hosted in Glasgow in November 2021.

In October, the anonymous Brandalism network also plastered more than 100 posters onto billboards and bus stops in 20 UK towns and cities, accusing ad agencies Ogilvy, MediaCom and VCCP of helping to “greenwash” high-carbon clients such as Shell, BP and British Airways, the Drum reported. Brandalism had earlier criticized banks such as Barclays and HSBC for providing financing to clients in the fossil-fuel business.

The New Weather Institute think tank has created “Badvertising,” a campaign that labels the ad industry as “brain pollution” and calls for the government to control high-carbon advertising.

“For too long, the advertising industry has escaped scrutiny for its role in the climate crisis,” Robbie Gillett of Adfree Cities was quoted as saying in the Drum. “Whether it’s using the best creative talent to promote high-carbon products, providing misleading greenwash for big oil companies or filling our public spaces with energy-intensive ad screens, the juggernaut of polluting PR needs to end.”

Another common complaint is that ad agencies promote unsustainable lifestyles through conspicuous consumption during shopping festivals. Local governments have not been spared. The European Citizens’ Initiative Ban Fossil Fuel Advertising and Sponsorships is urging local councils to follow Amsterdam in banning advertising and sponsorship for cars, airlines and fossilfuel companies.

Why it’s interesting The ad industry itself has made serious efforts in recent years to reach carbon net zero in its own operations. Activists say this isn’t enough and efforts pale in comparison to the carbon footprints of some ad agencies’ biggest clients.