UK 80% reduction target – in Piccadilly Circus

CLIENT

UK Department of Energy & Climate Change (DECC)

PURPOSE

Use social media to get young people interested in a 70 page report.

DESCRIPTION

An animated drama set in Piccadilly Circus – a popular and iconic gathering place for young and all. The scene is transformed into a memorable moving picture that shows the UK Government’s 2050 target on the scale of one person.

We are very happy with the film, and particularly thrilled that it was our first Vine and had 5000 loops in 5 days.

David Armstrong, Head of eCommunication & Digital Media, DECC

A still image from the film.

A still image from the film.

A still image from the film.

A still image from the film.

A still image from the film.

A still image from the film.

A still image from the film.

A still image from the film.

How do you create a stir on Twitter and other social media to get interest in a 70 page Report?

That was the task facing the UK Department of Energy & Climate Change (DECC) who wanted to commission a compelling image set and short animation to draw attention to a new Report - Paris 2015: Securing Our Prosperity Through a Global Climate Change Agreement.

A fast turn-round meant an immediate focus on a key compelling message that could be visualised. Fortunately the UK government has a particularly positive message on carbon - with an 80% reduction target for 2050 enshrined in law. So we set about clarifying the data and thinking through visualisation ideas.

The result: a visual drama set in Piccadilly Circus – a popular gathering place for young and all and itself a unique and iconic location. With captions and messaging appearing as adverts, this immediately recognisable scene is transformed into an eye-catching and memorable moving picture that shows the target on the scale of one person.

See Number 10 Storify page for these images in use.

See video on YouTube. See VINE version

Technical Notes

Raw numbers:

UK Population 1990: 57,237,500

UK Population 2050 (projection): 77,000,000

GHG Emissions 1990: 777.6 MtCO2e

Derived values:

2050 target emissions (80% reduction): 155.52 MtCO2e

Per capita emissions 1990: 13,586 kg

Per capita emissions target 2050: 2,020 kg

Per capita saving target (1990 to 2050): 11,566 kg

Population figures and projections come from Office for National Statistics (ONS); GHG emissions from DECC.

UK Government departments exceed their 10% CO2 reduction targets

Government carbon dioxide emissions between May 2010 and May 2011 amounted to 646,231 tonnes, which is 13.8% less than the previous year.

The view from Pall Mall, looking down Waterloo Place.

Actual volumes of emissions (and targets and savings) from Government Departments.

View from Tottenham Court Road

Carbon Visuals was commissioned by DECC to produce a set of high-resolution Google Earth images to illustrate Government department carbon footprints and reduction targets. The total carbon dioxide emissions between May 2010 and May 2011 amounted to 646,231 tonnes, which is 13.8% less than the previous year. This is what that looks like.

The actual volume of carbon dioxide gas emitted by the UK Government in 2010/11 (red volume). The saving on 2009/10 - the gas that didn't enter the atmosphere - is shown as the dashed volume. The target is shown as a red band.

See the Government press release here:www.decc.gov.uk/en/content/cms/news/pn11059/pn11059.aspx

Download the PDF with more info