Independent Media Agencies Australia (IMAA)

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Independent Media Agencies Australia (IMAA) Sustainability Actions

Launched Project Earth

IMAA launched Project Earth in 2022 as an environmental initiative for the independent media sector. The project is meant to help agencies improve how they manage environmental issues and to support wider change in the media industry. IMAA says the work is backed by partnerships with environmental groups and media tools, and that it is designed to give members practical help rather than sell a product.

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Became carbon neutral

IMAA says it became a carbon-neutral organisation through a partnership with Trace. Carbon neutral means it says it has balanced out the greenhouse gases linked to its own operations, often by reducing emissions first and then using offsets for the rest. This claim applies to the association itself, not to all of its member agencies.

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Ran carbon positive events

IMAA says it hosted two carbon positive events with C2Zero. Carbon positive usually means an event or activity claims to remove more carbon than it creates. The source does not give full technical details, but it shows the group has tried to make its events part of its environmental work.

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Joined Clean Up Australia Day

IMAA says its members took part in Clean Up Australia Day’s corporate day for the first time. This shows the association has encouraged member involvement in a public environmental activity. The source presents this as part of its wider effort to build sustainability habits across the independent media sector.

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Built sustainability partnerships

IMAA says Project Earth is supported by several environmental partners, including Trace, C2Zero, Scope3, Net Zero Media, and SeenThis. These partnerships appear aimed at helping members learn how to run more sustainable campaigns and understand the environmental impact of media buying. Scope3 is a media emissions platform that tracks advertising-related carbon impact.

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Added sustainability to strategy

IMAA says environment and sustainability are one of its key strategic pillars. It also says member surveys showed that many agencies care about the environment and expect sustainability credentials from media owners to affect buying choices. This suggests sustainability is being treated as a business issue inside the association, not just a side project.

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About Independent Media Agencies Australia (IMAA)

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