DMA to provide industry incentive to improve environmental record with pledge to plant 10,000 trees

The campaign has a target to plant 10,000 native trees across the UK in 2005, which will be achieved through linking industry action directly to the tree-planting target. Specific action taken by the industry to help meet the requirements of the DMA's voluntary agreement with the Government, will trigger trees to be planted as part of the campaign. Examples of actions include:

· Use of suppression on a mailing file
· Running MPS against a mailing file
· Agency briefing a client on an environmentally friendly solution
· Use of sustainable materials in activity

The environmentally friendly options open to industry will be available to view via the DMA website (www.dma.org.uk/environment). Businesses will be able to select the actions they have taken and the equivalent number of trees to be planted will be calculated.

Commenting on the launch of the DMA's third environmental campaign, David Robottom, DMA Director of Postal Affairs and Industry Development said, "While maintaining the DMA's focus on increasing the use of suppression, this campaign calls for a commitment to improving the industry's general environmental record. By working with the Woodland Trust we will provide the industry with an amazing incentive of 10,000 native trees, planted here in the UK. Simply by the industry getting behind the campaign and making practical changes in-line with the objectives set out in our Government targets, we can make a real difference to the environment."

Karl Mitchell, Director of Development at the Woodland Trust said, "We are delighted to help the direct marketing industry achieve a unique environmental win-win. This campaign means that not only will 10,000 trees be planted in the UK as part of everyone taking these positive steps, but the consequences will also mean that ultimately the environmental impact of the industry will be greatly improved."

The DMA is delighted to have received sponsorship for this campaign from leading dm agency, WWAV Rapp Collins and intelligent marketing specialists smartFOCUS, and is in the process of finalising further sponsorship opportunities.

Full details of the range of actions the industry can take to help the DMA meet it's 10,000 tree planting target will be announced shortly along with a guide on how the different actions available equate to the numbers of trees being planted.