$300 Million Climate Change Marketing Campaign to Launch in United States

Washington, DC (March 24, 2008)- The Alliance for Climate Protection is preparing to launch the most ambitious U.S. marketing campaign ever on climate change, at a cost of more than $100 million a year for three years, to focus on the urgency of the problem and solutions. Mike Hughes, president and creative director of the Martin Agency, is developing the ad campaign for the Alliance. It is due out in the next few months. With its primary aim being to point voters to public policy solutions for the looming climate crisis, they are hoping to make climate change a major issue in the upcoming presidential race. Hughes said, “Even though people think climate change is important, it’s not one of the top three issues that people cite when talking about their choices for President.”

Public policy isn’t the only focus of the ad campaign. The Alliance will buy ads and partner with grassroots groups to spread the word on how to cut greenhouse gases. They are hoping that in conjunction with what it’s calling “community partners” across the nation, it can inspire significant changes in Americans’ environmental behavior: in the ways they drive; heat, light, and cool their homes; wash laundry; and buy food. Americans are aware of global warming, “but they don’t get the urgency of it and that this is solvable,” said Cathy Zoi, CEO of the Alliance. Hughes said, “We have incredible numbers of people in the United States who say global warming is an important problem that needs to be fixed. But most people think there’s nothing they can do about it-or that someone should do something about it, but that someone isn’t them.”
Related Resources:
USA Today- Green Bandwagon Is Getting a Big Push
Plenty Magazine- Monkeying with the Message
We Can Solve the Climate Crisis