PUBLIC SECTOR: FD to help DEFRA meet Kyoto targets

The Department for Environment, Food and Rural Affairs has taken on

agency support to help promote its £215m project to reduce

greenhouse gases.

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

sign up.

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

be achieved.

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).

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