WWF prepares national climate change activity

WWF – best known for its work in species protection – is preparing the ground for a campaign to highlight its environmental credentials.

The initiative will mark its biggest-ever publicity drive. Senior press officer George Hadley said: 'We get so many press enquiries around wildlife issues, which of course are integral to our work, but we
also have extensive expertise in climate change.'

The 'Reduce' media relations campaign, focusing on climate change and deforestation, will begin in Birmingham, using results from a UK-wide survey on attitudes to climate change.

The activity will complement an advertising drive in the city, which was chosen because of its strong media links and a population demographically representative of the UK. Press releases will focus on Birmingham's stance on climate change compared with other cities, and will be accompanied by research into the council's green strategy.

If a success, the WWF plans a national roll-out in January.

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