LCC - Turning the Tide
Leicester was the first of the UK's environment cities and in 1997 a partnership was set up including BBC Radio Leicester, Leicester City Council, Leicestershire County Council and the Leicester Mercury. We joined them and were responsible for the marketing plan.
The objective was to encourage everyone in Leicestershire to make a small contribution to the environment through simple actions such as changing a conventional light bulb for an energy efficient one, switching off the standby button on the TV or turning down the thermostat two degrees.
We created the campaign concept 'Turning the Tide' from which a number of initiatives evolved. At this time when the world was less focussed on climate change it helped to generate the seeds of the movement. One of the early outcomes was a series of five TV programmes also named after our campaign "Turning the Tide" which picked up on the issues we had highlighted.
Though difficult to measure its success, the campaign did, we believe, contribute to turning the tide.
