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DEFRA 'Act on CO2' advert

Agency: AMV BBDO

Client: DEFRA

A major government advertising campaign encouraging consumers to take personal action against climate change been has launched.

With over 40 per cent of carbon emissions produced by individuals, the Department for Environment, Food and Rural Affairs (Defra) is investing £5 million in a marketing drive to help individuals understand the link between their personal behaviour and climate change - and encourage them to start taking action to reduce their carbon emissions.

The advertising campaign by AMV-BBDO and EHS-Brann includes TV, press and online executions.

The national TV advertising will run on terrestrial and Sky TV throughout the summer. The ads, directed by Chris Palmer from Gorgeous Production Company, show people doing everyday carbon-producing activities like taking a long, hot bath or leaving their television on standby, leaving black, sticky tar-like footprints behind them.

They aim to communicate that everyone has a carbon footprint and to find out how to reduce it by driving viewers to the government website:

There will be one 60 second ad including eight vignettes and three 20 second ads of three vignettes running in equal rotation.

The national press campaign continues the theme with four different executions – lightbulb, charger, washing line and shower. This will run across 18 titles, including both tabloid and broadsheets until the end of October.

The campaign will encourage usage of the government’s online calculator at, which enables people to reliably calculate their personal carbon footprint and develops a personalised action plan for users, with steps they can take to cut their emissions.
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