Public Sector: Campaign Breakdown - New Earth Deal

Agency: Game Changer
Client: Environment Committee of the Parliamentary Assembly of the
Council of Europe (PACE)
Timescale: August-December 2009
Fee: Pro-bono

The lowdown

Game Changer devised a campaign for PACE to highlight the need for a fairer deal at the UN Climate Change Conference in Copenhagen in December, in which developed countries shoulder the greatest burden in reducing emissions. New Earth Deal is campaigning for an agreement that is definitive, equitable and effective, recognising both that developed countries polluted the planet and that developing countries must have the opportunity to grow and develop.

Who is being targeted?

The British public and the public in all Council of Europe countries.

Key strategy and tactics

Game Changer devised the New Earth Deal website where people can learn about the issues, and make their own climate change deal that can automatically be sent to their Council of Europe politician and national environment minister. It also partnered with the environmental film The Age of Stupid and launched at east London's Rich Mix centre.

What happens next?

Game Changer is also helping to organise and promote the Road to Copenhagen Climate Change Conference at the Council of Europe in Strasbourg in September, plus a tour of schools and educational establishments by EU negotiator at Kyoto John Prescott, in the weeks before and after the Strasbourg Conference. Game Changer is developing a tool kit for European politicians to use to present to schools.

What challenges did Game Changer face?

Working in a crowded market and getting media coverage on a topic that can be a low priority for the British press.

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