Defra picks AMV for 5m green campaign

Department for the Environment, Food and Rural Affairs (Defra) has appointed Abbott Mead Vickers.BBDO to handle a campaign focusing on climate change and highlight ways consumers can reduce their carbon dioxide emissions.

The agency won the account, which is thought to be worth £5m, following a competitive pitch against Vallance Carruthers Coleman Priest and DFGW. The pitch was handled by COI Communications.

It is understood that a campaign to encourage consumers to reduce their carbon footprint will launch in the spring. It will drive people to a website that will include a “carbon calculator” which will show how much carbon is generated in daily life.

The campaign, which will run until March 2008, will support the Government’s target of reducing carbon dioxide emissions by 20% by 2010 and 60% by 2050, compared with 1990 levels.