Four shortlisted for awareness drive on greenhouse danger

The Government has shortlisted four advertising agencies for a pounds 1.7 million campaign to drive home the link between energy consumption and the alarming growth in greenhouse gases.

The Government has shortlisted four advertising agencies for a

pounds 1.7 million campaign to drive home the link between energy

consumption and the alarming growth in greenhouse gases.



BMP DDB, Abbott Mead Vickers BBDO, DMB&B and Rainey Kelly Campbell

Roalfe were all briefed last week on the project, which will be the

first major environmental initiative by the recently integrated

Department of the Environment, Transport and the Regions.



With transport and environment now under one departmental roof,

advertising will be able to tackle the issues of energy consumption in

the home at the same time as fuel usage on the road.



The DETR is a so-called ’super ministry’ set up to combine the

responsibilities of the deputy prime minister, John Prescott, following

Labour’s general election win last May. Prescott led the UK’s delegation

to the United Nations climate change conference in Kyoto last month.



Britain has pledged to reduce emissions of greenhouse gases - mainly

carbon dioxide - by 20 per cent before the year 2010. And while much of

this will come from cuts in industrial output, officials believe

significant reductions can be made by individuals too.



The new work will follow on from Grey’s ’wasting energy costs the earth’

campaign which featured claymation dinosaurs.



Pitches for the business are being co-ordinated by the Central Office of

Information, with presentations scheduled for the end of January. The

winner’s work will form the basis for a long-term campaign.



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