Campaign raises awareness on sustainability

Citation

(2007), "Campaign raises awareness on sustainability", International Journal of Sustainability in Higher Education, Vol. 8 No. 3. https://doi.org/10.1108/ijshe.2007.24908cab.001

Campaign raises awareness on sustainability

Acting cool will help save the planet, according to top stars, who are setting out to convince the world. They have launched a ten-year campaign to try to make environmentally friendly living fashionable, thus putting pressure on world leaders to act. The multimillion-pound campaign, which has won the admiration of Tony Blair and Gordon Brown, aims to persuade a billion people worldwide to take simple steps to reduce their emissions of carbon dioxide, the main cause of global warming, by one ton per year.

The stars plan to lead by example, showing how they themselves have already done this – and more – through measures ranging from switching off their televisions at the wall to installing solar panels and driving hybrid cars.

The campaign, called Global Cool, will use pop concerts, webcasts and mass texting to get the message across. The organisers stress that they want to make people feel good by reducing their carbon footprints, rather than guilty about the amount of pollution they produce.