Slavina Dimitrova

#Marketing and #digital #consultant/contractor helping #sustainability-conscious brands win hearts & minds, and succeed with happy, high-performing teams.

[Slavina Dimitrova @SlavinaDim]

A great source of good news, #hope and inspiration for impactful action to tackle the #ClimateEmergency and #ClimateAnxiety.

Thanks for sharing @EthicalHour.

#ClimateAction

[181st Street Communications @181streetcomms]

GOOD CLIMATE NEWS 📣
I know it sounds unbelievable after yesterday's temperatures 🌡️ but something really good happened too - here's a 🧵 with some actions we can all take thrown in too. Read this if you're feeling down, powerless or just a bit too hot 👇

[Slavina Dimitrova @SlavinaDim]

@hopenothate I've signed up for one of your leaflet pre-election sessions but haven't received any information about it (place, instructions...). When will this information be sent? Do I need to contact anyone specifically?

[Slavina Dimitrova @SlavinaDim]

@capabilitycharl @MattTutt1 @PlasticsRebel @Shitlawns @bennettpeer @Against_3G Absolutely👍Also, while not ideal, LinkedIn is better in terms of ethics. Twitter has its uses, though in my case, they don't justify the 'cost' of trying to keep my presence.
Shame there's no real, more ethical alternative to Twitter (though LI has taken over some of its uses).

[Slavina Dimitrova @SlavinaDim]

@capabilitycharl @MattTutt1 @PlasticsRebel @Shitlawns @bennettpeer @Against_3G LinkedIn is where I'm most active (https://t.co/C57nmw7A8s) but appreciate you may be prioritising other channels instead.
I've been meaning to start publishing more of my content on a platform that everyone can access more easily but haven't got around to doing yet.

[Slavina Dimitrova @SlavinaDim]

@capabilitycharl @MattTutt1 @PlasticsRebel @Shitlawns @bennettpeer @Against_3G Thanks for the kind words @MattTutt1. And thank you for the follow, @capabilitycharl. I've actually started reconsidering whether to keep up any activity on Twitter, as I don't have time to properly engage with others over here and keep getting engagement from dodgy accounts.

[Slavina Dimitrova @SlavinaDim]

Ford have said that they would amend the claim in future ads to “Zero-emissions while driving” for greater clarity.

#ElectricVehicle #Sustainability #GreenClaimsCode #Greenwashing

[Slavina Dimitrova @SlavinaDim]

🌱✅🚗 An ad from @Ford with a "Zero emissions driving" claim has been cleared by the @ASA_UK.
Given the claim's immediate context (specific features of the car), the claim was likely to be interpreted as applicable to driving only (not to the whole car).
https://t.co/1SS6tBwVKG

[Slavina Dimitrova @SlavinaDim]

❓What other sustainability-boosting activities can you think of that don’t break the bank and bring people together in a non-antagonising way (without feelings like blame, anger and greed)?
6/6

[Slavina Dimitrova @SlavinaDim]

Went to my second #RockAndRoll #SocialDance for the year. Had was tired (after a mental workout during the day), but I loved it:

💃🕺 Lovely people brought together by a shared passion for rock 'n' roll music and #dancing. A range of ages, incl. people in their 70s or so.
1/6

[Slavina Dimitrova @SlavinaDim]

🙌😊 Imagine the #social and #environmental benefits that activities like dancing can have on our society if more people took part in them, genuinely meeting their needs? Rather than just consuming more stuff that doesn’t really make people happy, causes regret, etc.
5/6

[Slavina Dimitrova @SlavinaDim]

A helpful article from @MattTutt1 info on how to avoid #greenwashing in your Google ads and where to check for green claims in your #GoogleAds account: https://t.co/XUFGTBkzSR

[Slavina Dimitrova @SlavinaDim]

❗Marketers, review all keywords in your Google ads and ensure your ads don't feature broad, aspirational and other unsubstantiated claims. Character restrictions don't mean you can omit key material information.

[Slavina Dimitrova @SlavinaDim]

🌱❌ ✅
Yesterday, @ASA_UK published its verdict on 8 ads.

@BMW_UK & @MGmotor ads
🌱 Each company ran Google ads with broad “zero emissions” claims.

The ads suggested that the advertised portfolio/vehicles would produce zero emissions in all circumstances.

[Slavina Dimitrova @SlavinaDim]

👇USEFUL LINKS
Full ASA rulings with more information about the claims & evidence:
- BMW UK: https://t.co/F7uhCvCCDw
- MG Motor UK: https://t.co/6LbIyKBcnl
- Transport for London: https://t.co/eu2lRwuV11
Greater London Authority: https://t.co/djb3ABcED6

[Slavina Dimitrova @SlavinaDim]

But the ASA required a direct comparison between the level of air pollution within a car in London and a variety of other locations and contexts around London.

[Slavina Dimitrova @SlavinaDim]

🌱 “most air pollution related deaths actually occur in Outer London areas”.

The claim was based on solid evidence, grounded in modelled estimates, using the latest available data. But the word “actually” implied that the claim was based on recorded data (not estimates).

[Slavina Dimitrova @SlavinaDim]

- Car users were exposed to air pollution when inside their vehicle. That pollution could be higher than when using other forms of transport.

[Slavina Dimitrova @SlavinaDim]

Whereas the claim was based on a more robust #ImpactAssessment. It factored in recorded data but excluded the impact of factors that would've led to a reduction in NO2 anyway. The claim was based on additionality.
The ASA highlighted: the basis for the claims should be given.

[Slavina Dimitrova @SlavinaDim]

The ASA said the audience was likely to assume that ‘halving’ claims were based on recorded levels of nitrogen dioxide (NO2), for example via air quality sampling, before and after the introduction of ULEZ.