The "myclimate Carbon Tracker" Calculates Travel Emissions Based on Social Media Posts

The "myclimate Carbon Tracker" Calculates Travel Emissions Based on Social Media Posts

Apr. 10, 2024

The jet-setting lifestyle of influencers and their excessive air travel cause massive climate-damaging emissions. A large-scale climate protection campaign by the NGO myclimate is now publicly confronting these celebrities – on their own channels. 

Many influencers use location markers on Instagram to share their trips. In collaboration between Jung von Matt HAVEL and the developers from Championship Records, the "myclimate Carbon Tracker" was created. This intelligent bot analyzes location markers in social media posts from over 1000 influencers and celebrities. Based on the distance between two posts with location markers, it identifies flights and calculates the resulting emissions. Based on this, the bot generates a personalized comment, reminding them of alternative travel options and donations for climate projects. For particularly prominent frequent flyers, completely individual comments are written. At the same time, the travel activities are included in the first influencer CO2 ranking at

myclimate aims to raise awareness of climate-damaging travel behaviour, offer alternatives, and call for responsibility for one's own emissions. The initiative is accompanied by a campaign on social media, which, not without irony, asks people to donate for the influencers if they fail to fulfill their responsibility. 

myclimate marketing manager Kai Landwehr said:

"We only use data that the celebrities themselves publish. If a champagne photo is tagged in Las Vegas and the next day the location marker shows Lloret de Mar, Spain, the myclimate Carbon Tracker is triggered. Our 'service' consists of an automated posting on their Instagram profile. They are made aware of their CO2 emissions and directed to our emissions calculator, which suggests a donation for climate protection projects."


Jung von Matt HAVEL creative director Arne Stach said:

"It's about questioning a certain lifestyle that flaunts inflationary air travel, for all of us." 


The myclimate Carbon Tracker has already confronted numerous social media stars like Paris Hilton, Katy Perry, 50 Cent, Jack Harlow and Beyonce about their travel behaviour. The initial reactions have now been compiled into a short film.

myclimate is a partner for effective climate protection, globally and locally. Together with industry partners and private individuals, myclimate wants to shape the future of the world through advisory services and educational programmes, as well as its own projects. It does so in a market-oriented and customer-focused way as a non-profit organisation. As an international climate protection organisation with Swiss roots, myclimate and its scientific experts offer individual industry solutions and climate strategy consulting for business clients. Its customers include large, medium-sized and small companies, public administrations, non-profit organisations, event organisers and private individuals. Via its partner organisations, myclimate is represented in other countries such as Germany, Austria, Sweden and Norway. 

Related News

Apr. 22, 2024

Jung von Matt Brings Immanuel Kant Back to Life via AI: as a 23-year-old Influencer

The great German thinker is sharing his philosophical thoughts via Instagram

Apr. 02, 2024

Ad of the Day | Hyundai's IONIQ 5 Robotaxi Becomes First Driverless Car to Ace its Driving Test

Campaign by Jung von Matt proves the vehicle is just as good as a human driver, or even better

Dec. 14, 2023

Ad of the Day | ArtHelps and Jung von Matt Turn Weapons Into Musical Instruments for Ukraine

"Resistruments" feature in a poignant music video sending a message of hope and resilience

Latest News

May. 21, 2024

Champion and 72andSunny Launches a Global Film Tied to the "Champion What Moves You" Campaign

The campaign centers on how at the core of streetwear’s evolution lies a defiant spirit

May. 21, 2024

New Campaign by adam&eveDDB for Paris 2024 Challenges Perceptions of Paralympic Games

adam&eveDDB dispel harmful misconceptions about the Paralympic Games in their empowering new campaign