Independent Media Agencies Australia (IMAA) brought together more than 200 agency staff, members, and media partners this week for its annual Indie Clean Up Australia Day initiative.
The activation involved the participants collecting more than 150 kilograms of rubbish across four locations.
Melbourne clean-up event.
Clean-up events were held on March 18 in Sydney, Melbourne, Brisbane and Thirroul, with 23 independent agencies and 15 media partners participating in the sector-wide sustainability initiative.
The event forms part of the wider Clean Up Australia campaign, now in its 36th year, which supports community-led waste reduction, recycling and environmental education activities across the country.
Agency participation reaches new high
The IMAA first launched its own clean-up initiative in 2023, with participation increasing each year and peaking in 2026.
Brisbane clean-up event.
Independent agencies involved this year included ABL Digital, Apparent, Benedictus, BFJ Digital, Connected, Equality Media + Marketing, Giles Cain, Lexlab, Media Republic, Noisy Beast, Pearman, Sweeneys, Team Lewis, TFM Digital, The Media Store, The Wild Ones, Thinkerbell, Vonnimedia, WhiteLabs and Yango.
Media and platform partners participating included Bishopp, Bliss, Go Transit Media Group, IAS, Mamamia, Meta, Microsoft, News Australia, Nexxen, QMS, SBS, Seven West Media, Taboola and Vistar Media.
Funds raised through the initiative will support environmental education and awareness programs focused on litter prevention and waste streams.
Sustainability remains industry focus
Sam Buchanan Image: IMAA
Sam Buchanan, chief executive officer of IMAA, said the annual clean-up continues to grow as agencies strengthen their sustainability commitments.
“We’re proud to continue to partner with Clean Up Australia on this important initiative. Every year, our members respond enthusiastically to the call to participate in our clean-ups – it’s a fantastic opportunity for our agencies and partners to give back to their local cities, volunteering their time to preserve the environment for today and tomorrow,” Buchanan said.
“The Indie Clean Up is just one part of our commitment to our sustainability program, which is designed to drive environmental action, education and industry change.”
“As an organisation, we’re committed to undertaking activities that help reduce emissions and conserve the natural environment, while also providing opportunities for greater education and awareness around climate action and carbon reduction.”
Top Image: Sydney clean-up team (IMAA)