Create Responsibly

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Create Responsibly

​Now more than ever, brands need to commit to going beyond sustainability to achieving net zero.

Our commitment 

CNN International is committing to minimising its carbon footprint and working towards carbon neutrality across editorial, native content & events. CNN editorial uses the Albert Sustainable Production calculator while Create, our in-house brand studio, and our Events team are committed to the Ad Net Zero initiative, working with the Albert and Isla carbon calculator tools to obtain carbon neutral certification on global film productions and events.

We will place sustainability stories at the centre of campaigns, and ensure all films and events are produced with our carbon footprint front of mind. Create Production will partner with clients to launch production initiatives, and the Events team will partner with suppliers with the aim of eliminating negative environmental impact.

Learn more about Create

Create and Ad Net Zero

Some of the world's biggest companies have already taken the lead, by becoming or pledging to become climate neutral and joining Ad Net Zero, a not-for-profit initiative, led by the Advertising Association.

Create have joined the Ad Net Zero steering group confirming our commitment to making a change, and be at the forefront of the shift in our industry. The recent Create productions for Samsung filmed in Atlanta, Vodafone at Porsche in Stuttgart and DHL in Cape Town have utilised Albert, offsetting the carbon footprint for each production.   


Carbon neutrality

To achieve carbon neutrality, an individual or company must calculate a carbon footprint and reduce it to zero. This is done through a combination of in-house efficiency measures and supporting external emission reduction projects. Carbon neutrality indicates that there is no increase in greenhouse gas emissions through the purchase of quantified and verified carbon offsets.

Our steps to Create Responsibly



To reduce air travel emissions, Create will send smaller crews. Where possible, Create will aim to use electric and hybrid vehicles.



We will follow the AdGreen ‘waste hierarchy’ of Reduce, Reuse, Recycle, Recover, Dispose and aim for higher reuse and recycling rates.



Where possible Create will aim to cut meat from catering and restrict the use of plastics.



We will explore energy saving solutions and find ways to ensure spaces can be powered with renewable energy.

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Want to learn more about the steps we're taking or find out how we can work together?