Eco-initiative for direct marketers

The Direct Marketing Association is developing online environmental training to help marketers reduce the environmental impact of their campaigns.

The association is promoting several measures to help organisations using a lot of direct marketing, including charities, show that they take their environmental obligations seriously.

"It's about getting people's initial awareness levels up to a competent level," said Robert Keitch, director of media channel development and environmental affairs at the DMA.

"It's not enough to tell people to improve their environmental impact without giving them information about how to do this. If you understand it, you can do something about it."

The package, likely to be available online by the summer, will be low cost or free. It will deal with issues such as the quality of recycled paper.

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