Campaign: Plane Unfair
Client: Friends of the Earth
PR team: Unity
Timescale: June - July 2008
Through its Big Ask campaign, Friends of the Earth (FoE) has been lobbying the Government to make the UK the first country in the world to have a climate change law with legally binding carbon emission targets. A proposed bill outlined stringent targets that would affect all UK industries - excluding aviation.
- To create one last big media push ahead of the bill's journey through Parliament.
STRATEGY AND PLAN
Key to the strategy was highlighting the unjustness of the bill, expressed through Unity's campaign theme: Plane Unfair.
On 3 June Razorlight - led by FoE supporter Johnny Borrell - played a gig in the aviation room of the Science Museum. The Unity team created a new 'backing' band for the gig formed entirely of MPs: The Aviators. Led by Liberal Democrat Lembit Opik, they performed their own version of John Denver's classic, Leaving on a Jet Plane, instead calling it Leaving OUT a Jet Plane.
MEASUREMENT AND EVALUATION
The 96 pieces of coverage included a picture story in the Evening Standard, a full page in NME and a ten-minute feature on the BBC's Politics Show.
Some 89 per cent of stories specifically mentioned the fight for aviation inclusion in the bill, and 100 per cent linked FoE to the bill.