The launch of the second phase of the campaign was announced in March and activity aims to significantly increase the use of suppression files by direct marketers and aid the DMA in reaching its environmental targets, agreed with the government last July.
The National Suppression File Consortium -- which includes The ReaD Group, Tri-Direct, Acxiom, Astron and the DMA -- and Experian Intact have lent their support to the campaign to help improve the industry's performance in relation to data hygiene and accuracy. As part of this, both sponsors have provided resources and representation on the DMA Suppression Working Party, which was set up to spearhead the DMA/Planet Ark initiative.
Experian Intact will work on gaining insight into consumer views and practices in relation to direct mail and the results will be then be used to develop education and awareness activities.
David Robottom, DMA director of development and postal affairs, said that member support was imperative and was key to keeping legislation at bay.
"The support of the NSF Consortium and Experian Intact has been vital in allowing the DMA to launch a second campaign with Planet Ark, following the highly successful MPS awareness campaign last year. It also demonstrates to the government that we have the backing of our membership and key industry players, who are actively helping to improve the performance and image of the direct marketing industry," he said.
Planet Ark is the international environment group that was founded in 1991 by Wimbledon champion Pat Cash and the global charity campaigner Jon Dee. Planet Ark is best known for its World Environment News service, which is sponsored by Reuter's news agency.
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