The Independent Media Agencies of Australia (IMAA) has affirmed its commitment to sustainability with its first two environmental initiatives for 2024 taking place in March - Earth Hour and Clean Up Australia Day.

The initiatives were led by the IMAA's Green Team, which comprises representatives from various media agencies including Glide Agency, O’Neill Media Group, Yango, The Media Store, Apparent, and Alchemy One.

For the first time, IMAA member agencies will sign a pledge for Earth Hour, agreeing to switch off all non-emergency lights and electronic devices for one hour on 22 March at 3pm AEDT. Earth Hour, which began in Sydney in 2007, is the world's largest movement for the environment, with participation from over 190 countries and territories annually. Participation in Earth Hour supports WWF Australia's conservation work to combat biodiversity loss and the impacts of climate change.

"We’re so happy IMAA is part of the Earth Hour community! Thanks again to the Green Team and IMAA for supporting regeneration, stronger action against climate change, and a healthy future for people and nature," said Jasmine Ledger, WWF and Earth Hour Coordinator.

IMAA member agencies and media partners in Sydney and Melbourne also participated in 'Indies Clean Up Australia Day' for the second consecutive year on 12 March, collecting more than 100 bags of rubbish.

"As Project Lead of the IMAA Green Team, I'm proud to spearhead initiatives like Earth Hour and Clean Up Australia, demonstrating our commitment to a more sustainable industry and planet. Together, we're leading by example, fostering environmental stewardship and driving positive change within the independent media agency sector," said Es Chandra, Glide Agency CEO.

In 2022, the IMAA launched its first environmental initiative, Project Earth, to develop better sustainability in the independent media sector and partnered with several environmental organisations.

"We decided to make the environment one of our key missions after three quarters of our members told us that the environment was important to their agency. We are leading by example championing environmental initiatives and it’s great to see so many of our member agencies taking an active part. Our members and media partners were all keen to be involved and, as Australian owned businesses, we want to play a part in conserving our environment where we live and work," said Sam Buchanan, IMAA CEO.

The IMAA was established in February 2020 as a national industry body representing Australia’s independent media agencies.