Communications: Campaign of the week - Rabbits do their bit to save the planet

Friends of the Earth is using an email advert depicting real 'bonking bunnies' as part of a multimedia campaign, The Big Ask, which aims to raise awareness of climate change.

In the same week the organisation gave its tentative support to Government plans to store CO2 emissions under the sea, it sent the email to friends and family of members and FoE staff, with a request for them to forward it to people on their mailing list.

The advert, which features a voiceover by Alan Ford, narrator in the film Lock Stock and Two Smoking Barrels, shows a video of a father and son admiring the boy's rabbits. As the animals become playful, the boy looks set to ask his father about the facts of life, but then blurts out: "Dad, what's the Government doing about climate change?"

"The bunnies advert is aimed at people who would not ordinarily get involved with environmental issues," said Adeela Warley, head of communications at Friends of the Earth. "By using humour to raise awareness of such a serious issue, we hope to reach a new audience and inspire them to back The Big Ask campaign."

Created free of charge by advertising agency Clemmow Hornby Inge and production company Thomas Thomas, the advert is just one element of the campaign.

From 24 June to 27 July, a 60-second cinema advert will be shown in selected cinemas across the UK. It will feature 10 children looking at the sky with worried faces before expressing their fears about climate change.

The Big Ask is backed by a report by the charity arguing that incentives should be introduced to speed up the replacement of coal-fired power stations and encourage consumers to buy fuel-efficient cars and appliances.

Hundreds of local groups are conducting street polls asking people whether they think the Government is doing enough about climate change and why they think emissions are rising. Friends of the Earth wants the public to support a new law that aims to reduce the UK's CO2 emissions by 3 per cent a year. The charity is asking people to sign postcards that will be sent to MPs urging them to back the legislation.

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