The European Commission is launching an information campaign to build public awareness of climate change. Using the slogan "You control climate change", the campaign encourages citizens to adopt certain everyday habits to help reduce greenhouse gas emissions.
The campaign being kicked off on 29 May 2006 in Brussels directly targets the public at large. Its aim is twofold: first, to get all European citizens to understand that their daily personal behaviour can have an impact on climate change; and second, to describe the small changes in everyday behaviour that can help cut greenhouse gas emissions.
The campaign encourages the public to sort waste, leave the car in the garage, use public transport, not to leave electrical devices switched on, and so on. In short: "turn down, switch off, recycle, walk", as the announcement base line puts it.
Developed by a consortium of two advertising agencies, Edelman and M&C Saatchi, the campaign will use a number of different media: billboards, bus and tram exteriors, press, television, internet, brochures and so on. An important focus of the campaign is schools, with the aim of prompting young people to encourage their families to adopt new habits and preparing them for their future responsibilities as adults.
To illustrate its campaign, the European Commission is offering a video report filmed in Venice and Prague. In 2003, the city of Venice launched a local energy plan aiming to systematically reduce all sources of CO2 emissions and encouraging citizens to adopt more ecological habits in their energy use. In the outskirts of Prague, Namesti Interbrigady School, a member of a network of eco-schools, has been building up for the last 15 years a teaching project based on energy efficiency.
Type: VNR Reference: I-051255 Date: 01/06/2006 Duration: 08:24 Available Languages:INT, EN