Purpose Awards EMEA 2020: Public Sector - Best Environmental Cause Campaign

Winner: VCCP

Purpose Awards EMEA 2020: Public Sector - Best Environmental Cause Campaign

Winner: 'Ultra Low Emission Zone' by VCCP for Transport For London

This campaign used the introduction of London's Ultra Low Emission Zone (ULEZ) in 2019 to create a "step change" in attitudes to driving and reducing emissions in the capital.

The "emotive" case was made via the Let London Breathe air quality campaign. A hard-hitting film to make explicit the link between car usage and air quality, particularly on children’s health.

As ULEZ launched, a thought-provoking campaign dramatised more explicitly the link. This was alongside more factual information on rules for drivers.

Later, ‘Swap that trip’ saw drivers asked to consider more sustainable travel for some journeys.

A survey of Londoners found awareness of ULEZ is now at 77 per cent, or 93 per cent for those who recognise the emotive air quality campaign.

The proportion of Londoners who agree “TfL is doing things to improve air quality in London” moved from 49 per cent to 62 per cent in the two years since the campaign launched - for those who recognise the campaign it was 79 per cent.

As of October 2019, 77 per cent of vehicles in the ULEZ met clean air standards, up from 61 per cent six months earlier. Meanwhile, roadside nitrogen dioxide pollution has reduced 44 per cent in the zone.

Shortlisted:

'The Missing Piece' by Smart Energy GB

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