Climate Week, backed by Tesco and celebrities including Paul McCartney, takes place from 21 to 27 March 2011. It is billed as a new annual opportunity for organisations to share ideas on how they are combating climate change, with the aim of inspiring people to do more themselves.
The event's comms is headed up by Phil Drew, formerly campaign manager at Unity.
Drew said: 'The main challenge is getting cut-through. We need to drive home our point of unique difference. It's not about awareness raising, it's about cataloguing change.
'From a comms perspective, the week's main challenge is its plurality. It's not preaching to the converted, it's a much wider-ranging brief.'
Munro & Forster will drive PR for the week, including the launch of the first Climate Week Awards and a nationwide competition, the Climate Week Challenge. The agency has been appointed for a five-figure sum.
MD Julie Flexen said: 'We hope other agencies will seize this chance to get their clients on board at an early stage.'
Climate Week's headline commercial partner is Tesco, along with four supporting partners: Aviva, EDF Energy, Kellogg's and RBS. The week will draw heavily on celeb-rity endorsement, with McCartney, Sienna Miller and Jarvis Cocker among those involved.