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MISSION04 / 해외친환경옥외광고정책및우수사례
참고
자료
Ⅲ
결론
MISSION01
업계는옥외광고협회의윤리규정과정부의기후행동인증제도의틀속에서기존의사업운영방식을환경친
화적으로전환시키려는노력을하고있다.업계가자율적으로지속가능한환경을위한실천을하게된주요배경
1
ChrissieMcClatchie.(2023).HowESGisbecomingtheessentialingredientforasuccessfulbusiness.CEO
Magazine.https://www.theceomagazine.com/business/management-leadership/esg/
은환경및기후문제에대한사회적인식이높아진것에서찾을수있다.이에따라옥외광고업계에서가장큰문
2
Climate Active. (2022). Climate Active Carbon Neutral Standards for Organisations. https://www.
제라고할수있는광고폐기물을재활용하고친환경소재를개발,이용하는부분에서다양한노력을확인할수있
climateactive.org.au/be-climate-active/tools-and-resources/climate-active-carbon-neutral-standard-
었다.재활용가능한신소재를개발하고이용하는것도중요하지만,궁극적으로는이렇게재활용가능한폐기물을
organisations
MISSION02MISSION03MISSION05
실제로이용할수있는수요를찾아연결시키는것이중요하다.
3
DepartmentofClimateChange,Energy,theEnvironment,andWater.(2023).AustralianEnergyStatistics,
Table O Electricity generation by fuel type 2021-22 and 2022. https://www.energy.gov.au/publications/
australian-energy-statistics-table-o-electricity-generation-fuel-type-2021-22-and-2022
다음으로정부나독립기관의탄소중립인증제도는업계의자발적인친환경노력을이끌어낼수있지만,실질
4
Image Magazines. (2020). oOh!media takes green approach to global OOH campaign. https://
적으로탄소배출감축을위한노력보다는탄소프로젝트투자를통해배출량을상쇄시키는수단으로이용될수
imagemagazine.com.au/Latest-News/ArtMID/573/ArticleID/1219/oOhmedia-takes-green-approach-to-
있어그린워싱에불과하다는비판도있다.따라서탄소중립실천과정에서기후프로젝트후원을통한상쇄보다
global-OOH-campaign
업계가직접배출량을감축하려는노력을유도하는방안이중요하다.기후위기에대한사회적인식이증가함에
5
JCDecauxAustralia.Carbonneutrality.https://www.jcdecaux.com.au/carbon-neutrality
따라일반기업의그린마케팅수요도함께증가하는것을옥외광고업계도인지하고있을것이다.친환경브랜드
6
Michele Pirozzi. (2022). Innovative partnerships driving sustainable futures. Council. https://
이미지를만들고자하는기업이라면,자사광고의탄소중립여부에관심을가질수밖에없다.따라서옥외업계도
councilmagazine.com.au/innovative-partnerships-driving-sustainable-futures/
친환경,탄소중립실천이사회적책임이라는인식을넘어서,늘어나는그린마케팅수요에대응하는과정으로인
7
NickKilvert.(2023).Thesecompaniesarecertifiedcarbonneutral.Butthatmaynotmeanwhatyouthink
itdoes.ABCNews.https://www.abc.net.au/news/science/2023-03-10/carbon-neutral-emissions-climate-
식하고적극적으로실천할필요가있다.
active-greenwashing-companies/101991904
8
Outdoor Media Association. (2022). Community commitment. https://www.oma.org.au/community-
MISSION04
commitment
9
Outdoor Media Association. (2022). Environment and sustainability policy. https://www.oma.org.au/
resources/environment-and-sustainability-policy
10
RajivRaghunath.(2019).Industry,advertisersmustadoptmoresustainablemeasures.Media4Growth.
https://www.media4growth.com/viewpoints/industry-advertisers-must-adopt-more-sustainable-
measures-266
11
VinylCouncilofAustralia.(2017).Remake:Advertisingbillboardskinsrecyclingproject2015-2017.https://
vinyl.org.au/images/vinyl/Sustainability/Recycling/1801_ReMake-Vinyl-Coated-Fabrics-Recycling_
PubRpt-v2_Web.pdf
204
2023옥외광고해외통신원연간활동보고서 205
참고
자료
Ⅲ
결론
MISSION01
업계는옥외광고협회의윤리규정과정부의기후행동인증제도의틀속에서기존의사업운영방식을환경친
화적으로전환시키려는노력을하고있다.업계가자율적으로지속가능한환경을위한실천을하게된주요배경
1
ChrissieMcClatchie.(2023).HowESGisbecomingtheessentialingredientforasuccessfulbusiness.CEO
Magazine.https://www.theceomagazine.com/business/management-leadership/esg/
은환경및기후문제에대한사회적인식이높아진것에서찾을수있다.이에따라옥외광고업계에서가장큰문
2
Climate Active. (2022). Climate Active Carbon Neutral Standards for Organisations. https://www.
제라고할수있는광고폐기물을재활용하고친환경소재를개발,이용하는부분에서다양한노력을확인할수있
climateactive.org.au/be-climate-active/tools-and-resources/climate-active-carbon-neutral-standard-
었다.재활용가능한신소재를개발하고이용하는것도중요하지만,궁극적으로는이렇게재활용가능한폐기물을
organisations
MISSION02MISSION03MISSION05
실제로이용할수있는수요를찾아연결시키는것이중요하다.
3
DepartmentofClimateChange,Energy,theEnvironment,andWater.(2023).AustralianEnergyStatistics,
Table O Electricity generation by fuel type 2021-22 and 2022. https://www.energy.gov.au/publications/
australian-energy-statistics-table-o-electricity-generation-fuel-type-2021-22-and-2022
다음으로정부나독립기관의탄소중립인증제도는업계의자발적인친환경노력을이끌어낼수있지만,실질
4
Image Magazines. (2020). oOh!media takes green approach to global OOH campaign. https://
적으로탄소배출감축을위한노력보다는탄소프로젝트투자를통해배출량을상쇄시키는수단으로이용될수
imagemagazine.com.au/Latest-News/ArtMID/573/ArticleID/1219/oOhmedia-takes-green-approach-to-
있어그린워싱에불과하다는비판도있다.따라서탄소중립실천과정에서기후프로젝트후원을통한상쇄보다
global-OOH-campaign
업계가직접배출량을감축하려는노력을유도하는방안이중요하다.기후위기에대한사회적인식이증가함에
5
JCDecauxAustralia.Carbonneutrality.https://www.jcdecaux.com.au/carbon-neutrality
따라일반기업의그린마케팅수요도함께증가하는것을옥외광고업계도인지하고있을것이다.친환경브랜드
6
Michele Pirozzi. (2022). Innovative partnerships driving sustainable futures. Council. https://
이미지를만들고자하는기업이라면,자사광고의탄소중립여부에관심을가질수밖에없다.따라서옥외업계도
councilmagazine.com.au/innovative-partnerships-driving-sustainable-futures/
친환경,탄소중립실천이사회적책임이라는인식을넘어서,늘어나는그린마케팅수요에대응하는과정으로인
7
NickKilvert.(2023).Thesecompaniesarecertifiedcarbonneutral.Butthatmaynotmeanwhatyouthink
itdoes.ABCNews.https://www.abc.net.au/news/science/2023-03-10/carbon-neutral-emissions-climate-
식하고적극적으로실천할필요가있다.
active-greenwashing-companies/101991904
8
Outdoor Media Association. (2022). Community commitment. https://www.oma.org.au/community-
MISSION04
commitment
9
Outdoor Media Association. (2022). Environment and sustainability policy. https://www.oma.org.au/
resources/environment-and-sustainability-policy
10
RajivRaghunath.(2019).Industry,advertisersmustadoptmoresustainablemeasures.Media4Growth.
https://www.media4growth.com/viewpoints/industry-advertisers-must-adopt-more-sustainable-
measures-266
11
VinylCouncilofAustralia.(2017).Remake:Advertisingbillboardskinsrecyclingproject2015-2017.https://
vinyl.org.au/images/vinyl/Sustainability/Recycling/1801_ReMake-Vinyl-Coated-Fabrics-Recycling_
PubRpt-v2_Web.pdf
204
2023옥외광고해외통신원연간활동보고서 205
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