The F-List Awards were launched this year because USA based Clean Creatives say that this year, PR and advertising agencies went above and beyond, assisting fossil fuel clients in the destruction of our planet for future generations like never before.
The F-List Awards identifies and outs the Ad industry’s worst greenwashers, recognising nominees and winners in ten categories, including “Lifetime Achievement for Achieving Shortened Lifetimes,” “Best Use of Greenwashing,” “Excellence in Science Fiction,” “Excellence in Misleading Metaphors,” “Best Use of Human Shields,” "Public Disservice", and “Most Embarrassing Appearance at a Congressional Hearing.”
"THE F-LIST AWARDS HIGHLIGHT THE YEAR’S MOST HARMFUL–LIKE STRAIGHT UP POLAR-BEAR-DROWNING-EVIL–CAMPAIGNS.
THESE AWARDS GIVE US A CHANCE TO HIGHLIGHT WHO’S DOING BEST AT AIDING DEVASTATION AND GIVES THEM AN OPPORTUNITY TO STEP UP AND MAKE SURE THEY DON’T WIN THE TITLE AGAIN NEXT YEAR. WHAT’S DESIRABLE ABOUT ECOCIDE? NOTHING.”
Ad agency The Monkeys got the F-Gong "Public Disservice Award" for the Positive Energy Campaign in recognition of its significant investment in misinformation and propaganda. The $31m campaign, which promotes the Morrison Government’s clean energy initiatives, cost more than four times as much as the development of the Government’s $6.7m emissions reduction strategy.
Other agencies that worked on the campaign include Mediabrands, Oxide Interactive, Horizon Communications and IPSOS. Comms Declare Founder Belinda Noble said:
“WHEN YOU CONSIDER AUSTRALIA IS RANKED BOTTOM OF THE WORLD FOR CLIMATE POLICY THE POSITIVE ENERGY CAMPAIGN IS A REAL ACHIEVEMENT IN MAKING MONKEYS OUT OF ALL AUSTRALIANS.”
The Monkeys are a big and clever agency, which is of course why this campaign is so brazen - and so disappointing. The Monkeys play a crucial role in this official obstruction of several facts - to the point that what The Monkeys have done for the Australian Government sets them apart in the field of greenwashing and misinformation:
The awards are inspired by Clean Creatives’ and Comms Declare’s F-List 2021, which documented 91 ad and PR agencies working with fossil fuel companies. The public report compares holding company pledges for climate action with their work to greenwash their clients’ image and spread climate misinformation. The F-List Awards will go one step further, and highlight the year’s most harmful–like straight up polar-bear-drowning-evil–campaigns.
Other categories include:
Based in Australia, Comms Declare represents more than 330 communications professionals, agencies and organisations who have declared they will not promote:
Comms Declare focusses on pressuring Australian agencies to work for the good of the climate, in recognition that Australia is a major exporter of fossil fuels. It maintains a list of local agencies working with fossil fuel clients.
Based in USA, Clean Creatives is a collective of strategists, creatives, and industry leaders who believe that fossil fuel clients represent a threat to our shared future.
"WE HAVE THE POWER TO SHAPE PUBLIC OPINION; IT’S TIME FOR ALL OF US TO USE THOSE POWERS FOR GOOD, AND ENSURE THAT WORKING WITH BIG POLLUTERS IS A PR DISASTER."
Our goal is to encourage advertisers, marketers, and PR professionals to cut ties with fossil fuels. We encourage agencies, creatives, and strategists to sign the Clean Creatives Pledge, which commits signatories to refuse any future contracts with fossil fuel companies, trade associations, or front groups.