So much of the conversation around climate change is well intentioned, but fails to drive real progress. This is something we wanted to highlight in the campaign and address through our creative. We haven’t used images of deforestation or disastrous flooding because these clearly don’t work. By appealing directly to the people who can drive real change with support from Chapter Zero, we hope to make this happen.
Plans Beyond Pledges – Chapter Zero
Today we launched Plans Beyond Pledges, a targeted campaign for Non-Executive Director (NED) membership organisation, Chapter Zero, calling on directors of the FTSE 350 and beyond to develop net zero transition plans today.
Timed to coincide with COP27, the 8-page print campaign will run solely in the Financial Times International between 2nd November – 6th December. Featuring direct, punchy creative, each advert is designed to hammer home the urgency of the issue, while empowering NEDs to drive change in their organisations by becoming Chapter Zero members, and using its peer-to-peer network, support and resources.
The campaign is built on the insight that whilst many companies have made pledges to achieve Net-Zero, not all of them have underpinned this with a thorough actionable or measurable plan. Plans Beyond Pledges responds to this insight by providing a stark reminder that as of 7th November, the first day of COP27, we have 2,612 days to halve global emissions in order to stay inside 1.5°C.
MullenLowe Group UK wanted to highlight inaction and show that Chapter Zero can help non-executive directors support their companies in the transition to Net-Zero. The work purposely eschews typical sustainability imagery of melting glaciers and burning forests, and instead uses bold and provocative statements to cut through the noise of COP27 and appeal directly to NEDs as people.
Tom Hudson
Global Creative Director, MullenLowe Group UK
Chapter Zero is a community of non-executive directors working to drive action on climate in UK boardrooms. We are part of a wider, global network in 53 countries. #PlansBeyondPledges helps directors with transition planning so they know what good looks like, bringing informed guidance and leadership.
We are so grateful to MullenLowe for their pro bono support. The work is based on key human insights which are spot on as we prepare for COP 27. We hope this campaign will reach a wide international audience of directors and beyond, to help us all move to action at this critical moment where no more time must be lost.
Vicki Moffat
CEO, Chapter Zero
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