PURE - The Clean Planet Trust will encourage people to help finance emission-reduction projects.
It is claiming to be the first initiative to calculate people's exact carbon footprint, inviting participants to donate money to offset their emissions.
The charity has hired Astrolabe Communications to provide launch and ongoing PR support. Astrolabe MD Dudley Howard said PURE's website - which goes live on 29 November - would provide the only accurate way for consumers and businesses to offset carbon emissions.
‘The site allows people to enter [factors that affect] carbon emissions, including the size of their house and family, their average heating and power bills, the age and type of their house, their car use and the amount they fly,' said Howard.
PURE then calculates a level of donation based on the estimated amount of CO2 generated. The cash will be used to purchase ‘carbon credits' that fund emission-reduction projects.
As well as targeting consumers, Astrolabe will run media relations campaigns to encourage businesses to get involved.