Showcase: Sir David Attenborough promotes clean energy at COP21

Last June a clutch of British grandees including former UK chief scientist Sir David King and professor Richard Layard of the LSE launched the Global Apollo Program (GAP).

This aims to make renewable energy cheaper than carbon fuels within ten years by persuading governments to invest 0.02 per cent of GDP or £15bn a year in research and development.

GAP briefed Headland in the run up to the COP21 talks in Paris last December to devise a global plan to amplify political, diplomatic and business advocacy for the principle of publicly funded clean energy research and development.

Headland created a website, a logo, social media activity and videos. It promoted a report on the feasibility of the plan written by GAP founders and recruited Sir David Attenborough to front a lobbying campaign that included appeals to ‘superstar’ environmentalists such as Kofi Annan and Al Gore.

It secured more than 200 pieces of coverage across the world on broadcast channels including the BBC, CNN, Al Jazeera, Sky News, CNBC and Bloomberg and publications including The FT, The Guardian, The Japan Times, Times of India, Gulf Times, The Economist and PRWeek.

This helped the GAP plan to become a significant catalyst to President Obama and President Hollande’s launch of ‘Mission Innovation’ at the Paris talks, which committed 20 countries to double their clean energy research and development investment over the next five five years.

PRWeek also took at look at other agencies that were involved in promotional and advisory activities at COP21.

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