The high street retailer is inviting customers, staff, investors, suppliers and celebrities to create a “patchwork quilt” by contributing individual “patches” including an image and a personal message to the world leaders gathering in Copenhagen.
M&S says it wants to reach a “mainstream audience” with the campaign and show policy makers at the Copenhagen event that M&S and its customers are involved with the climate change debate.
Sir Stuart Rose, M&S executive chairman was the first to add his patch to the quilt saying: “Copenhagen is a unique opportunity to do the right thing. Doing nothing is not an option.”
Politicians and celebrities including Secretary of the State for Energy and the Environment Ed Miliband, Zac Goldsmith, Twiggy, Myleene Klass, Laura Bailey, Noemie Lenoir, Philip Glenister, and Erin O’Connor have also added messages to the campaign.
Richard Gillies, director of M&S Plan A, says: “Climate change is no longer a fringe debate, UK high street shoppers care and are demanding action so it’s vital that we communicate this.”
A physical representation of the digital patchwork quilt will be presented to the Government on the 7th December.
The online campaign was created by digital agency Digit.