The Government-backed Energy Saving Trust (EST) is changing its strategy with a new multi-million pound advertising campaign highlighting the effect of climate change on the environment. The campaign marks a change of focus for EST, which has previously concentrated on encouraging consumers to conserve domestic energy.
The change of focus follows this week’s claim by scientists that an unexplained rise in carbon dioxide levels shows that global warming is speeding up. Some scientists have also suggested that the Earth may be losing its ability to absorb the “greenhouse gas”.
Last month, Prime Minister Tony Blair gave a speech saying urgent action was needed to combat global warming. He warned that the effects of climate change would be felt within a generation unless action was taken now.
The press and poster campaign, created by Rainey Kelley Campbell Roalfe/Y&R, will break on October 25 to coincide with EST’s eighth annual Energy Efficiency Week.