Defra's Act On CO2 campaign aims to make people aware of the link between their own everyday behaviour and climate change. Its key message is that carbon emissions cause climate change and 40% of emissions in this country come from individual behaviour.
Research suggests that, while 97% of people now acknowledge that humans are contributing to climate change (and 80% think humans are the main cause), people are still confused about the specific causes of climate change and what they can do about it.
When asked what actions they could take to limit climate change, 44% of people said recycle more. Twenty-eight percent said drive less often, only 14 percent said reduce electricity use and only seven percent said use less heating. (ICM Research. March 2007).
Defra's campaign tells people the simple, easy things they can do to reduce their impact on the climate, that will often save them money too. Examples are walking a short distance rather than driving, drying clothes outside rather than in a machine, and only part-filling a kettle.
The first phase of the campaign features online advertisements that will appear on the most popular websites such a Yahoo, AOL and streetmap. Part of an award-winning short film on climate change will also be shown on TV from April. Also in April a climate change pack will be sent to all secondary schools in England.
Defra’s campaign is the second to be launched under Act on CO2 , a cross-government brand. The first was the Department for Transport’s Act On CO2 Drive Smarter campaign on 11 March. The brand was developed jointly by the Department for Transport and Defra.
