The Department for Environment, Food and Rural Affairs has taken on
agency support to help promote its £215m project to reduce
The greenhouse gas emissions trading scheme will offer firms incentives
to curb their output of dangerous gases.
Financial Dynamics has been hired to promote the scheme among the
business community, in a bid to encourage as many firms as possible to
It is hoped the scheme will help the UK to achieve ten per cent of its
internationally agreed greenhouse gas cuts.
Under the Kyoto agreement on climate change, which was finalised in
August, the Government has pledged a reduction on its 1990 levels of
12.5 per cent of greenhouse gases by 2010.
Also, as part of a manifesto pledge in 1997, the Labour Party has
promised to reduce the UK's emissions of carbon dioxide by 20 per cent
on its 1990 levels, also by 2010.
The scheme will start next year when £215m worth of incentives
will be allocated to firms, which will take part by auction.
Firms will bid on the basis of the level of reduction they believe can
The trading scheme was announced by environment minister Michael Meacher
in August. He hopes that, if successful, it will be used as the
blueprint for an international trading scheme by the year 2008.
Financial Dynamics was hired following a three-way pitch organised
through the Central Office of Information.
This is the first COI account win for the agency since it was added to
its roster in August. FD corporate head David Lloyd leads the
Other agencies that joined the now 28-strong roster include August.One
Communications and Edelman PR Worldwide (PRWeek, 7 September).