Fossil fuels – coal, gas, and oil – are the main drivers of climate change, leading to severe consequences for South Africa, including extreme temperature increases, water scarcity, food insecurity, and environmental degradation. The advertising and PR industry should be mindful of the enormous power it holds to make a positive move, by taking a stand against fossil fuel advertising. 

“Our industry has a critical responsibility to align with brands and initiatives that drive positive change. Continuing to work for fossil fuel clients not only exacerbates the climate crisis but also jeopardises the reputations of brands with genuine sustainability commitments,” says Bradly Howland, CEO of Alkemi Collective, a communications and marketing agency with offices in Cape Town and Johannesburg. 

“We are proud to be a signatory of the Clean Creatives SA pledge and take a bold stand against fossil fuel advertising. This initiative, inspired by the successful Clean Creatives campaign in the US, aims to mobilise South African agencies to reject partnerships with fossil fuel companies, which are the primary contributors to climate breakdown,” says Howland.

By signing the Clean Creatives pledge, agencies are committing to a creative industry that does not support or promote climate-breaking carbon pollution. More than 1000 agencies around the world have already made this commitment. 

Signing the pledge, says Howland, aligns with his agency’s core values of bravery, integrity, inclusivity, and innovation. “We have taken an active decision to ensure that we only partner with brands who prioritise sustainability and ethical communications,” he adds.

At a recent Clean Creatives SA event held in Cape Town, Howland emphasised the need for industry accountability and the important role creative agencies can play in shaping a more responsible future.  “Agencies must take a stand against fossil fuel propaganda and instead champion clients committed to meaningful sustainability efforts.” 

The Clean Creatives SA movement is crucial for South Africa’s ad and PR industry. It addresses the ethical implications of working with fossil fuel companies and highlights the industry's potential to lead by example in the fight against climate change. 

In early 2022, the United Nations’ Intergovernmental Panel on Climate Change (IPCC) gave the world a clear final warning that it must act now to avoid climate disaster. The IPCC report spoke directly to the communications and PR industry, saying that “the media shapes the public discourse about climate mitigation” and that fossil fuel PR and marketing should come to an end. 

The report highlighted that fossil fuel marketing uses “climate-care statements” and “deflect[s] corporate responsibility to individuals” to greenwash and make climate change feel like our personal responsibility, rather than an obligation for corporate and government leaders. 

Later in 2022, UN Secretary-General Antonio Guterres addressed the UN General Assembly and declared that “… we need to hold fossil fuel companies and their enablers to account. [This] includes the massive public relations machine raking in billions to shield the fossil fuel industry from scrutiny.”

“Alkemi believes in using creativity for positive, future-focused impact,” says Howland.

“Our commitment to Clean Creatives SA underscores our mission to deliver authentic, relevant, and impactful results by harnessing the power of words and creativity to drive lasting change. We have said no to clients and retainers that would run counter to this mission and can happily report that there is more than enough work to replace such projects. 

“We invite other agencies and industry partners to join the movement by taking the Clean Creatives pledge,” says Howland.