Government to invest £12m in climate drive

The government is ploughing £12m into the development of a national marketing programme intended to tackle public apathy about climate change.

The funding will be used to create an overarching communications strategy that will tie together separate campaigns being developed by organisations such as the Energy Savings Trust (EST), which targets consumers, the Carbon Trust, which focuses on businesses, and the Environment Agency.

Following a review conducted by consultants Futerra to find the best media strategy, the Department for Environment, Food and Rural Affairs has rejected a traditional mass-media television campaign in favour of a localised 'grass-roots' marketing approach.

The review's recommendations include the development of an umbrella brand-message to focus the strategy, in a similar fashion to London 2012's 'Back the bid' line. This message will be used in Energy Savings Trust and Carbon Trust marketing activity as well as at a regional level.

Local bodies will be encouraged to apply for a portion of the £4m funds to be allocated each year to help launch or enhance their own strategy for pushing the climate change message.

The strategy marks the latest stage of government attempts to update people's attitudes to climate change and make members of the public realise their actions can make a difference.

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