Bill Wescott

Why are the Campaign Ad Net Zero Awards important?

The Campaign Ad Net Zero Awards are important to not only inspire ad professionals across the sector to focus on integrating sustainable behaviours into their work, but to get it right. Sustainability is a very complex topic that is based on our best understanding of how our planet works, which is based on actual science. That is why we need a diverse community that includes sustainability experts from outside the ad sector as well as the best talent inside to improve the best of advertising and align all advertising with climate reality.

What are you looking for in winning entries?

As the co-chair of the US Ad Net Zero working group on behaviour change, I want to see entries that have real impact on behaviour. This could be the core of the campaign, or could be a very subtle background element that reframes how a large audience thinks about an important topic.

What top tip would you give to this year's entrants?

Base your work on sustainability science (Ad Net Zero is rolling out guidance aligned with Project Drawdown quantitative estimates of climate action impact) and behavioural science. Show how data informs your approach and confirms your impact.