WWF launches campaign urging voters to combat climate hazards

by Julia Pearlman, Brand Republic 14-Apr-05, 07:00

LONDON - Conservation charity WWF is encouraging Welsh voters to help combat climate change by looking at the possibilities of a dismal future caused by flooding, through an integrated campaign created by WWAV Rapp Collins.

The "Stop Climate Chaos" campaign is being officially launched by TV weather presenter Sian Lloyd at the Wales Millennium Stadium with ad-bikes, posters, leaflets, press wraps and print ads featuring in local newspapers in Welsh and English.

Ads on ad-bikes have been created using bold colours and symbols to appear like a public emergency sign with the headline "Advance Warning Floods" written above the text: "Climate change will affect you, your home and your city unless we act now. Make sure your local MP candidates are taking it seriously."

The ads will also carry the WWF website link, giving voters the chance to send emails to their parliamentary candidates to find out more about climate change and encourage action towards combating the risk of extreme weather conditions.

A press wrap has been designed to read like a newspaper layout with stories from a future where Cardiff is suffering from the effects of climate change, including headlines such as "Rugby cancelled, Millennium Stadium off limits due to severe flooding" and "House prices falling faster, Cardiff counts the cost of the floods".

A leaflet headed "How to protect your home or business from floods" is being handed out to the public to advise people what they can do and explain how Cardiff and the surrounding areas are under threat from climate change.

Cardiff Central is one of the most marginal seats in the UK with only 659 votes deciding the last election in favour of Labour's Jon Owen Jones. WWF says the city, along with many areas around the UK, is vulnerable to the future effects of climate change with high sea levels threatening coastal areas and flooding resulting in high insurance premiums.

Morgan Perry, head of WWF in Wales, said: "Climate change is going to cause massive disruption over the coming decades unless we do something now. Left unchecked, climate change will put Cardiff at increased risk of flooding and extreme weather events."

Campaign planning was through DDB Worldwide.

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