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.