EU Climate Change Awareness raising campaign UNFCCC Side

EU Climate Change Awareness raising campaign UNFCCC Side Event 17 th May 2006 Room Wind

Agenda Background Campaign Objectives Our Audience Campaign Message Campaign Design Media Plan Schools Programme Roll-out Evaluation

Background • 6 th European Environment Action Programme 2002 -2012 highlights importance of ‘awareness raising’ activities. • Art 6 Convention calls for awareness raising on climate change • From November 2004 to March 2005 some foundation work was done – Eurobarometer across EU-25 “Attitudes of Europeans towards the environment” – Market Research on Climate Change Communications Campaign across EU – Options for a Communications Campaign • Consortium selected Edelman-M&C Saatchi

Campaign Objectives

Campaign Objectives – Improve awareness and understanding of climate change across the EU and the positive role citizens can play in the combat – Motivate citizens to undertake small, significant changes to daily routine • Reinforce with messaging on the positive effects Increase interest of citizens in the overall debate on climate change

Our Audience

Who are we targeting? ENVIRONMENT OBJECTIVE STRATEGY 43% EU citizens are fully active (often make an effort to protect the environment), and 42% who only do so ‘sometimes’ To increase percentage of fully active citizens, from amongst this ‘sometimes’ group - the area of greatest potential to improve activity 1. Address the scepticism amongst citizens who only ‘sometimes’ do things to protect the environment, to convince them that their actions are worthwhile 2. Demonstrate that individual efforts do have an impact and lead to a big contribution Source: The Attitudes of European Citizens Towards the Environment. Eurobarometer, April 2005

The ‘Sometimes’ Sceptics • This group represent 42% of EU citizens, however there is a dynamic within this group that favours certain audience groups – – – They are more likely to be male Have received post 16 further education Are urban based Working in white collar or management jobs And, excluding current students, they are aged 25 to 40 Source: The Attitudes of European Citizens Towards the Environment. Eurobarometer, April 2005

Campaign Message

The Campaign Proposition We believe in a brutally simple approach to communications because It is easier to complicate than to simplify Simple messages enter the brain quicker and stay there longer Brutal simplicity of thought is therefore a painful necessity

The Campaign Proposition We express brutal simplicity of thought for the campaign proposition through this equation Insight Brand Truth Proposition Compelling insight often overlooked Defining truth about the brand Catalyst for action or belief + =

The Climate Change Proposition Insight Household consumption is contributing to climate change Brand Truth + EU household/ transport CO² emissions increased between 1990 and 2001 Proposition = Change your behaviour to prevent climate change

Campaign Design

Creative Expression of Change We want to increase awareness that our daily activity makes a difference and each of us has a role to play in the fight against climate change. We have given creative identity to the word ‘change’ in this context through type showing the colours of climate change - from blue, through green, yellow, orange and red.

The Creative Campaign • The creative campaign reinforces how simple, everyday actions, like turning down a household thermostat, are linked to controlling climate change • We want to give citizens a sense of both empowerment and personal responsibility

Media Plan

Proposed Media Strategy • High impact launch in all Member States using building wrap posters on prominent public buildings, coupled with PR stunts to generate editorial coverage • Generate EU wide recognition amongst target consumers: TV partnership with MTV • Concentrate paid advertising in target Member States to increase return on investment

Proposed Media Strategy • Promotional activities at key events throughout the year • Drive traffic to campaign site

Advertising – Media Buying Plan • Limited budget – Media buying budget € 2 m – In comparison: • Carbon Trust in the UK has spent € 7. 4 m in 2005 • Friends of the Earth spent € 1 m in the UK alone in 2005 • Making our money work hard for us – Defined target audience – Geographic focus of media - concentrate budget on certain Member States – High impact media

Geographic Focus for Media Buying Rationale • Paid advertising across 25 Member States is costly, in terms of return on investment • By selecting target countries for advertising criteria, we make an investment where we make a difference

Geographic Focus for Media Buying Rationale Selection criteria – Increase/decrease of GHG emissions per capita 1990 -2003 – GHG emissions per GDP in 2003 – Percentage of sceptical citizens who sometimes make efforts for the environment – Awareness campaigns on climate change by national governments or NGOs – Cost of media Sources: EEA Report No 8/2005: “Greenhouse gas emission trends and projections in Europe 2005” Eurobarometer April 2005: “The attitudes of European citizens towards environment” “Market Research on European Campaigns on Climate Change” – February 2005 Walker Media

Geographic Focus - Recommendation • Cyprus • Malta • Portugal • Czech Republic • Ireland • Poland • Greece • Hungary • Latvia • Slovakia • Lithuania • Italy • Slovenia • Estonia • Spain

Media Schedule Member state Online Jun Jul Aug Sep Oct Nov Dec Jan Closing ceremony Events Press/Online/TV Germany UK France Spain Netherlands Belgium Sweden Austria Denmark Finland Luxembourg TV Press/Banner/Outdoor/Online Italy Poland Greece Portugal Czech Republic Hungary Slovakia Ireland Lithuania Latvia Slovenia Estonia Cyprus Malta Outdoor Building Press Posters Banners

Building Banners • Specially constructed posters designed to wrap part of the outside face of major public buildings in the EU 25 Members States • Sites could include EC representations in the Member States, and government buildings • Examples could include the Berlaymont building in Brussels, Ministry of Environment Building in Vienna or EC representation in Berlin etc

Building Banners

Press - advertising • Single page colour adverts in quality press titles in selected countries • Single insertions per title, per burst of advertising • Selected countries to receive 2 bursts • Examples of titles to be considered would include – La Republica, Italy – Irish Times, Republic of Ireland – Gazeta Wyborcza, Poland

Press Creative

Press Content Press advertising gives us opportunity to give examples of how these actions can prevent climate change - Turn down. Turning down your thermostat by 1 will reduce CO 2 emissions from your heating by up to 10% and save you money. - Switch off Switching off your TV by the button, rather than the remote control, reduces its CO 2 emissions and energy use by up to 40% - Recycle Recycling an aluminium can saves ten times the CO 2 released from producing a new one - Walk Cars generate 10% of EU greenhouse gas emissions. and per passenger three times more CO 2 emissions than trains

Outdoor Media • Large format ‘billboard’ poster sites - sizes between 4 m x 3 m and 12 m x 3 m • Key sites on main road & rail routes in and around capital cities • Average campaign period per country of approx. 4 weeks

Posters

Media Schedule Member state Online Jun Jul Aug Sep Oct Nov Dec Jan Closing ceremony Events Press/Online/TV Germany UK France Spain Netherlands Belgium Sweden Austria Denmark Finland Luxembourg TV Press/Banner/Outdoor/Online Italy Poland Greece Portugal Czech Republic Hungary Slovakia Ireland Lithuania Latvia Slovenia Estonia Cyprus Malta Outdoor Building Press Posters Banners

Advertising Pre-Testing • We pre-tested the creative concept in three key Member States – This has indicated that the campaign could strongly resonate with and motivate citizens Italy Ireland Poland % Have you heard of ‘climate change’? 98 90 98 % Advert clearly about climate change 87 93 83 % Makes me want to find out more 57 60 59 % Would make others consider doing more 59 57 49 % Advertiser is the EU/Commission 79 67 75 Source: Populus online survey January 2006

TV Partnership Proposal • MTV as main partner – Reaches our target audience – Localised outreach by country • Advertising and programme sponsorship

Online Campaign • Comprehensive site in 19 languages www. climatechange. eu. com • Produce online tools like ‘Carbon Caluculators’, ‘Power saver’ downloads for computers • We would translate the creative campaign into online advertising formats • Advertising space would be purchased on key portal websites with pan-EU visitors e. g MSN

Home Page

Major Event Marketing • Communication activity at major events for maximum PR potential • Planning is ad-hoc: opportunities to be assessed as programme rolls out

Schools Programme

Why a Schools Programme? • Target sceptics through immediate influencers: their extended family • Pupils – – – Secondary schools The future generation Open-minded, receptive, action-oriented Discretionary income (purchasing decisions) Multipliers (“pester-power”)

Schools Programme • Principle: – Keeping a CO 2 diary at home and at school – Undertaking steps to minimize emissions – each step will potentially be converted to CO 2 saving – Diary available online, as a brochure and school diary – Competitive element – Additional suggestions for environment-friendly behaviour • National kick-off at beginning of school year (Fall 2006)

Symbiosis with Europa Diary • DG SANCO produces a school diary used by secondary school pupils • Section with information about the European Union, health, consumer information • Diaries used on a daily basis in schools • Diaries distributed along with Teacher Manuals • This year likely more than 1, 100, 000 copies

Symbiosis with Europa Agenda • Include section on climate change – What is it? – Why do we need to take action? – What can YOU do? – Pledge – Tips – Log Book • Extra-curricular activities are suggested in teacher’s kit

Other Partnerships • Examples Partnerships – Finnish Government wants to launch a Climate Change campaign with same objectives as ours. They will use same campaign materials (visuals, slogans, copy, adverts etc. ) for their national campaign. – European Mobility Week 2006 has climate change as its theme. We have offered them the possibility of using same campaign materials for the national campaigns and Car free days.

Roll-Out

Campaign Kick-off • Monday 29 May 2006 – European Launch • Between 29 May - June 9 th: Campaign will be launched in 25 countries • Press Conferences , Photo opportunities – T-shirts on famous statues • Johan Strauss (Vienna), Manneken Pis (Brussels), the Goethe and Schiller (Weimar), JL Runeberg (Helsinki) • Banners on centrally situated buildings – Ministry of Environment (Vienna), Berlaymont building (Brussels), EC Representation (Helsinki) – Press and Billboard Advertisements in 14 countries • Website goes live

Berlaymont, Brussels

Vienna

Campaign Kick-off • Press Conferences , Photo opportunities – T-shirts on famous statues • Johan Strauss (Vienna), Manneken Pis (Brussels), the Goethe and Schiller (Weimar), JL Runeberg (Helsinki) • Banners on centrally situated buildings – Ministry of Environment (Vienna), Berlaymont building (Brussels), EC Representation (Helsinki) • Website goes live

Evaluation

Evaluation • Advertising: – Repeat survey conducted during testing phase – measure change in awareness of campaign / concept recognition • Media Relations: – Media analysis of clippings: • review size, placement, tone of article • Inclusion of URL, quote, Commission referenced • Circulation / readership • Advertising equivalents

Evaluation • Online: – Benchmark visits and downloads against comparable EC campaigns • Schools programme: – Participation as a percentage of contacts – Number of final entries received through the website – Evaluation forms received from teachers

Contact European Commission DG Environment Renita Bhaskar renita. bhaskar@ec. europa. eu Tel: +32 -2 -295 77 88

EU Climate Change Awareness raising campaign UNFCCC Side Event 17 th May 2006 Room Wind