Sustainable development isn't about reports and strategies, but about decisions and actions – specific, daily, measurable. And it starts with yourself.

Green leaves in a campaign aren't enough. Instead of PR fireworks and the trendy word “eco” in every line of communication, we start with data. We believe that every ton of CO₂ less makes sense, not tons of narrative. Though like everyone - we enjoy a good narrative.

We like that the carbon footprint at Jet Line is neither a cliché nor a requirement. It's a topic handled appropriately for the company's size and our capabilities.

We've been calculating our carbon footprint since 2022, and today we can say: we've reduced our eCO₂ by almost 50%.

Facts. Not Declarations.

In 2022, Jet Line's total carbon footprint was 1013.48 tCO₂e/year. Two years later – 523.79 tCO₂e/year. It's a difference that's visible and can be calculated: cleaner air, lower energy consumption, and greater efficiency.

Key area: electricity consumption. It accounted for the largest share of emissions – up to 80% in Scopes 1 and 2. This is where we focused our efforts:

• we replaced the lamps in the Motorway billboard network – today 98% of energy comes from renewable sources (certified by Energy 2051 from Polenergia),
• we reduced emissions from electricity from over 880 tons to 386.46 tons of CO₂ in two years (almost 400 tons less). And this despite investing in our MORE digital screen network. Today we have 551 of them.

Specifics from the 2024 Report

• Scope 1: 118.57 tCO₂e/year – mainly fuel combustion
• Scope 2: 405.22 tCO₂e/year – electricity and heat.

That's roughly equivalent to:

• driving a car 63 times around the Earth,
• powering 868 people for a year,
• or... motivating 356 people to cycle instead of driving.

We're not doing this alone

We're not doing this alone because we don't pretend to know everything. Decarbonization isn't a sprint for a certificate, but a long-distance run where patience, consistency, and reliability matter. And reliability can't be achieved without collaborating with those who know how to calculate, verify, and ask tough questions.

We collaborate with the Climate & Strategy Foundation and Envirly. Thanks to them, our data is reliable and compliant with the GHG Protocol methodology.

In 2024, in collaboration with Envirly, we implemented carbon footprint calculators for campaigns on our MORE screens and MOTORWAY 12×4 m billboards.

What does this mean in practice?

For our clients – brands, agencies, media houses – it's a completely new level of awareness. Every DOOH emission, every posted billboard can be precisely measured in terms of carbon footprint, without guesswork or averages. The numbers are specific, assigned to a particular campaign – and ready to be included in internal ESG reports, sustainability reports, or stakeholder communications.

Thanks to this, brands can:

• plan more consciously,
• consider climate data at the media buying stage,
• transparently report emissions resulting from marketing activities,
• and even – if they want – offset them, combining performance with responsibility.

In addition to communication space, we provide the tools – ready, available, and real.

Why all this?

Because sustainable development is a responsibility. Yes, we're an SME and don't have to report ESG at this scale. But that's exactly why we do it – because we believe that every change begins with a decision – from we want to and we can.

That's why we were featured in the Climate & Strategy Foundation's first report on corporate decarbonization in Poland, as an example from the SME sector. We shared not just our results, but also our process – decisions, dilemmas, conclusions. The report is available here: dekarbonizacjafirm.pl

Agnieszka Maszewska, our Marketing and Communications Director, chaired one of the jury groups in the first Grand ESG competition organized by the Grand Press Foundation.

Instead of looking for perfect campaigns, she looked for authentic actions. Those that don't promise everything, but take at least one step.

Agnieszka Maszewska writes in the ESG 2025 supplement of Press magazine:

It's people who implement - or don't implement - the philosophy, culture, and principles of responsible business. It's we who make decisions. I like to draw attention to this aspect; I believe it properly places agency and responsibility. Companies and businesses are as conscious and responsible as we ourselves are. This approach allows us to look at potential pitfalls from a perspective of knowledge and intentions. Sometimes knowledge is lacking, which can and should be supplemented; sometimes we need to ask experts for help or be inspired by what others are doing. Intentions and motivations can be more difficult. Sometimes they don't stem from values, beliefs, and needs or even legal requirements but depend on the political environment. This, as we've seen recently, changes, and I consider it one of the pitfalls. It's easier to fall into if decisions are based on superficial motivations, not grounded in values and the need to act for a better world.

Read the full statement. Read about Jet Line in the "ESG" supplement of Press magazine: Download ESG 2025 - Press.pl - the latest information from the media, marketing, advertising and public relations industry

We present our own environmental actions in it.

And also see inspirations from other practitioners:

Where to start if you're taking your first steps toward sustainable development?

What to watch out for, what to avoid?

How to communicate and be sensitive to greenwashing?

What and how do others do in their daily work?

What's Next?

What's most important: small things every day

• we reduce emissions where we can,
• we only print what's necessary and on recycled paper, without foil and refinements
• we segregate waste, including electronic waste
• we don't produce unnecessary company gadgets, and our gift bags have detachable logos so they can be reused
• we take care of MobiJets and company cars
• we invest in renewable energy,
• we learn to talk about climate without illusions and greenwashing.

But that's not all.

We support organizations and foundations working for climate by providing our media space for educational purposes. MORE screens and MOTORWAY billboards are not just carriers for advertising communications, but also platforms for social education and responsibility. We have tools that reach millions of people daily – we want and can use them for just and important causes.