Watch: Saving the world isn't just for the movies, says Scottish Government climate campaign

The Scottish Government has launched an integrated campaign with the strapline 'Saving the world isn't just for the movies', to encourage Scottish households to help fight climate change.

Save the world: The Scottish Government's 'green' campaign
Save the world: The Scottish Government's 'green' campaign

The campaign encourages Scots to make greener lifestyle choices and will run for eight weeks across TV, cinema, digital platforms, field marketing, social media and the Government's Greener Scotland website.

The Scottish Government is working with PR agency Stripe Communications and creative agency Leith, which has produced the film (below). Meanwhile, Carat is handling media planning and buying and Whitespace is managing digital campaign activity. Story is leading on partnerships activity. 

The ad pays homage to the action-hero movie genre, featuring Jack Ryder, a man with a mission to save the world. 

Pauline Aylesbury, head of Greener Marketing at the Scottish Government, said: "Research tells us that people still see being 'green' as outside the mainstream and not aspirational. Many believe that by recycling household packaging they are doing all they can to help the environment and doing your bit often starts and ends here.

"The campaign aims to raise awareness of some other important environmental behaviours and to motivate people by dramatically highlighting how simple they are. This includes turning the thermostat dial down by one degree, washing clothes at 30 degrees, recycling food waste and walking shorter journeys instead of taking the car." 

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