Public Understanding of Climate Change

In 2001 as a trustee of the Pilkington Environmental Trust, Jonathan Smales lost the will to live reviewing applications for marginal gains in sheep wool insulation. Instead, perhaps the Trust might support a project to step change the British public’s understanding of climate change? They did. The work that followed, also supported by the Carbon and Energy Efficiency Trust consulted widely, built a broad-based coalition and in the final presentation at the House of Commons gave rise to a £12million investment by the government. It wasn’t quite what we’d envisaged, spreading the money around a zillion small-scale initiatives that perhaps got lost in the wind. We had worked with NIKE advertising agency Weiden and Kennedy and the extraordinary Russell Davies, and envisaged a major national advertising campaign inspired by the legendary superbowl Apple TV ad.