City and Corporate - British taskforce denounces cheap oil

Campaign: The Oil Crunch

Taskforce: The Oil Crunch
Taskforce: The Oil Crunch

Client: UK Industry Taskforce on Peak Oil and Energy Security (ITPOES)
PR team: Epoch
Timescale: January-March 2010
Budget: £25,000

The ITPOES launched its second report, The Oil Crunch, in March this year. Formed from a consortium of British businesses, the taskforce wanted to galvanise the Government and public to reduce UK dependency on cheap oil, warning it would lead to economic, political and social problems.

Objectives

- To encourage the Government to wean the UK economy off cheap oil

- To show how the UK could reduce its dependency on cheap oil.

Strategy and plan

The report was launched at an event at the Royal Society. Anticipation was built with an exclusive in The Sunday Times, the weekend before the launch event. It was followed with intensive media activity.

Measurement and evaluation

The story gained 82 pieces of international, national, business and broadcast coverage in two days. Highlights included Radio 4's Today programme, the Wall Street Journal Europe, the Financial Times, The Daily Telegraph, The Independent, The Guardian, CNN, the BBC and Forbes. Online the story was mentioned 91 times on industry blogs, Twitter, LinkedIn and YouTube.

Results

More than 120 delegates attended the launch. Following coverage of the report, a representative from DECC made a request to provide an official response.

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