Edelman and M&C Saatchi in climate change assault

The European Commission is preparing a groundbreaking campaign urging citizens across 25 member states to take simple steps to combat climate change.

It is putting €4.7m (£3.2m) into the PR and advertising drive through Edelman in Brussels and M&C Saatchi in London.

The campaign will operate under the motto 'You control climate change', with call-to-action commands such as 'turn down' 'switch off' and 'walk', to save energy and cut CO2 emissions.

M&C's public issues comms arm Influence has devised the strategy.
Ads will appear in print, online and outdoor as well as having a limited TV presence.

Key to Edelman's brief is a schools programme targeting 1.2 million 13 to 18-year-olds across Europe, recommending measures such as walking to school and recycling paper. Edelman Brussels general manager Laura Currie said a media drive would also target 'sometimes sceptics' – people who are 'already doing small things' to combat waste.

The firms were hired by the EC's directorate for the environment. The campaign will begin on World Environment Day (5 June).

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