Carbon Admissions: We Don't Know What We Don't Know
Woosah
Client: Equity Energies
The Carbon Admissions campaign, developed by Woosah for Equity Energies, highlighted a critical challenge faced by UK organisations: the gap between Net Zero ambition and ability to deliver on it. The campaign tapped into the disconnect between Net Zero confidence and capability. Despite many organisations reporting optimism in the goal of reaching Net Zero, behind the scenes, fear of judgement and reprisals around accountability was creating stagnation and “ambition apathy” – a state where people lose momentum because of persistent barriers to progress. Woosah's approach through this bold creative campaign – a play on carbon emissions - was to flip the script, normalise this fear, and provide a simple ‘next step’ forward. The core message was that Net Zero has never been done before, and that it’s fine to admit you don’t have all the answers. In fact, asking questions and seeking support is the best step forward. Social-first storytelling featuring real people tasked with Net Zero in their organisations was underpinned by thought—provoking content including a report, targeted thought leadership and sector-specific insights, amplified through industry advocacy and widespread earned coverage and social engagement. Free-to-access tools and resources meant audiences could take the ethos of the campaign and apply it within their own organisations, directly stimulating open and honest conversations, leading to changed behaviours, all the while helping to accelerate Net Zero progress.