LDA brings in Futerra for carbon-reduction drive

The London Development Agency has called in ­agency backing for an initiative that it hopes will significantly reduce the carbon footprint of London’s businesses.

Palmer: will lead the account
Palmer: will lead the account

Futerra Sustainability Communications is to promote the £1.5m ‘Green Badge’ scheme, which gets under way in December.

As part of the drive, businesses that meet specific ­environmental targets will be awarded a Green Badge.  As many as 500 large ­London-based businesses and organisations are expected to join within the first three years.

The scheme is part of Mayor Ken Livingstone’s ‘Climate Change Action Plan’ and is expected to play a leading role in achieving the Mayor’s target of reducing the capital’s carbon footprint by 60 per cent by 2025.

LDA director of environment and climate change programmes Helen Keenan said: ‘We hope the Green Badge scheme will inspire cities around the world to follow London’s lead.’

Futerra is initially meeting with businesses to offer them information about what the scheme involves and to encourage them to sign up.

Once the scheme is up and running, the agency will handle all communications and promote the badge as an aspirational award. It will also handle event management for the annual Green Badge awards ceremony.

Futerra, one of the first comms agencies to specialise  in sustainable development, was founded in 2001 by Solitaire Townsend and Ed Gillespie.

Media consultant Pascale Palmer will lead the account.

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