Archived press release

The Big Ask wins Clarion Climate Change Award

30 September 2006

The Big Ask, Friends of the Earth's climate campaign, was a winner at the IVCA Clarion Awards last night (29th September). The environmental organisation picked up the Clarion Climate Change Award at an award ceremony at the British Academy of Film and Television Arts in London.

The Clarion Awards brings together leading figures from the communications industry, business, government and the arts to reward the most creative,effective and inspirational media which deal responsibly with important social issues. The Clarion Climate Change Award is a new award which recognises the need for innovative communications tools to engage business and the public on the important issue of climate change.

The Big Ask was praised by judges as an original, inspirational and creative example of how to engage people in a positive way on the challenging issue of climate change. It was also commended for engaging the large but silent constituency: those who are worried about the environment but who don't currently take action on environmental issues; the Eco Worriers' rather than `Eco Warriors'.

The campaign, which focuses on the solutions to climate change, is calling people to encourage their MP to back the introduction of a climate change law that would commit the UK to making annual reductions on its carbon emissions. The Big Ask was launched by Thom Yorke, lead singer of Radiohead, in May 2005 and already has the backing of over half of UK MPs. Almost 93,000 members of the public have written to their MPs asking them to support the introduction of a Climate Change law.

Friends of the Earth worked with the advertising agency Clemmow Hornby Inge on a pro bono basis to develop the creative for The Big Ask. The campaign has reached out to thousands of people through its presence at summer festivals, a series of live music gigs across the UK, innovative marketing materials including cinema and viral advertising, beer mats and leaflets, youth and education materials, a website - www.thebigask.com - and creative partnerships. This includes a joint promotional campaign with The Co-operative Bank, who have just launched a month-long national advertising campaign including both press and on-line media, supported by an in-branch marketing campaign across the Bank's nationwide branch network.

Friends of the Earth Executive Director, Tony Juniper said:

"I am delighted The Big Ask, Friends of the Earths climate campaign, has won the Clarion Climate Change Award. Climate change can be a big and frightening prospect. The Big Ask focuses on how - if we act now - we can do something about it. The most important and simplest thing anyone can do is to encourage their MP to back a climate change law which would ensure the UK tackles its own carbon dioxide emissions and shows the way to the rest of the world."

IVCA CEO, Wayne Drew said:

"As CEO of the IVCA I congratulate Friends of the Earth on winning a Clarion Award and for the sophisticated communication programme they have developed to encourage young people to have a greater personal understanding of the threat of climate change."

"We're delighted at having been able to play a part in developing and delivering The Big Ask, and to have it recognised on this stage is a great endorsement of the work of everyone involved."

Notes

About the Clarion Awards

The Clarions are an award schemethat has captured the imagination of both business and the media. It was launched at Parliament four years ago to recognise outstanding, creative and effective communicationsthat promote corporate social responsibility, sustainable development, cultural or social aspiration, social inclusion or responsible debate about key issues. All media platforms are able to enter and these range from corporate to mainstream communications such as feature films, broadcast television and radio, and theatre. Clarion Awards are presented for the quality of the communication strategy currently employed in support of a company's CSR commitment. They do not directly assess a company's CSR record itself.

About the IVCA

The International Visual Communication Association exists to promote effective business and public service communications of the highest ethical and professional standards. The Association aims to be a centre of excellence for best communication practice and works with production companies, freelancers, support service providers and clients of the industry to represent their interests and help maximise their competitiveness and professionalism. The IVCA is the largest professional body of its kind in Europe with 1000 production members and 1500 Client Associates who commission business solutions from the industry.

If you're a journalist looking for press information please contact the Friends of the Earth media team on 020 7566 1649.

Published by Friends of the Earth Trust