WWF readies campaign on 'feelgood' green living

The World Wildlife Fund (WWF) is planning a major campaign to reduce the UK’s 'ecological footprint' and promote sustainable living.

Falling under the One Planet Living (OPL) banner, the campaign, which will start early next year, will be the WWF’s first to focus on the environment in general.

The initiative will see the charity target consumer audiences, businesses and the government.

It will encourage people to eat locally produced food, reduce energy consumption and use ‘greener’ transport.
‘This is not about telling people what they should be doing and spreading a negative message,’ said senior press officer George Hadley. ‘But about working to find positive ways around problems and finding solutions.

‘Businesses will see more opportunities than constraints in sustainable living, and individuals will be attracted to a way of living that is more about “feel good” than “feel bad”.’

The charity’s partnership with sustainable homes charity BioRegional will see demonstrations of how eco-friendly housing helps reduce CO2 emissions. Lobbying will play a big part, with the WWF aiming to change the way governments discuss the environment and sustainable development, Hadley added.

WWF’s Living Planet Index 2004 estimates that transport accounts for 20 per cent of the average person’s ‘ecological footprint’ – a further 25 per cent comes from food production.

The traditionally animal-focused charity last year began a campaign to highlight its environmental aspects, including its work on climate change (PRWeek, 3 Nov).

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