TUESDAY 5 OCT 2021 11:02 AM


Greenpeace has taken over a billboard in Manchester ahead of Rishi Sunak’s, speech at the Conservative Party Conference. Daughter, the creative agency behind the campaign, is working to compel the Chancellor to commit to an extra £25 billion per year of public investment in green initiatives.

The campaign titled ‘Backwards Move’ aims to highlight that the decisions made by the Treasury to damage and delay spending on green policies is detrimental not only to the climate crisis, but also to job creation and the economy.

Megan Randles, Greenpeace UK’s political campaigner, says, “Rishi Sunak doesn’t yet seem to have grasped the urgency of the climate emergency. So far, the Chancellor has failed to deliver even a fraction of the required investment to green our homes, clean up our transport, restore nature and tackle the climate crisis. And now the UK has fallen behind other G7 nations on green spending. This upcoming Spending Review is his chance to right those wrongs - that means coughing up an extra £25bn of green investment per year.”

Daughter has worked with Greenpeace to develop a creative strategy and creative concept to compel the Chancellor to invest in green initiatives, which would ultimately cut emissions and create thousands of green jobs. It includes an activist billboard takeover which was constructed overnight in Manchester, alongside full-page broadsheet ads, social assets and conference flyers.

The creative includes an animation of Rishi Sunak twisted in a backwards position to visualise the message ‘blocking green spending initiatives is a backwards move.’ The flyers also contain a QR code linking through to a digital site where readers can access more information on the issue.

“Instead of yielding to a vocal minority of MPs intent on delaying climate action, the Chancellor must listen to the vast majority of businesses, economic experts and the public to spend more on green investment now. Hundreds of thousands of jobs could be created, less pollution, lower health care costs, warmer homes, less fuel poverty - and this is just a snapshot. We just need the Chancellor to invest now to get the ball rolling,” adds Randles.

Manchester-based creative media agency, Love Sugar Science, was brought in to handle the media strategy in collaboration with Greenpeace.

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