Green Britain Revolution: Dale Vince and The Daily Express

Borkowski

Agency: Client: Dale Vince

Alongside environmental entrepreneur Dale Vince and the Daily Express, Borkowski created an unprecedented 11-month campaign to start a 'Green Britain Revolution' through a series of high-profile features, op-eds, news stories and petitions. The project kicked off with the 'Zero for Zero' campaign urging the government to scrap VAT on low and zero carbon products.


The campaign engaged and educated a fresh audience and a new demographic on green issues. The launch carried further significance as it was considered by many commentators as a revolutionary change in the previously climate-sceptic Express' attitudes towards environmental issues. As a result, it was widely recognised as an historic British media landmark, amplifying its message, and dominating the news agenda further.


The length and scale of the campaign ensures both a steady build in momentum, and a profound and enduring impact on attitudes and behaviours of Express readers. It is currently the most read campaign on express.co.uk and was named 'Campaign of The Week' by PR Week.


Month 1 Results:

200,000 page views on the Express website in the first month: a record for an Express campaign


Readers spent on average 4mins41 on each article, 30% higher than site average.



Almost 10,000 people signed petition to end VAT on zero and low-carbon products


Nearly 5,000 people signed up for Green Britain newsletter, a record for an Express campaign


More than 25,000 video views, including an exclusive from BBC star Chris Packham on rewilding in the UK


Raised nearly £25,000 for RSPB rewilding of Horse Common