Climate Change Communications Initiative

The Climate Change Communications Initiative (CCCI) was launched in December 2005, with a budget of GBP 12 million over three years (2005/6 - 2007/8). The initiative was built on an evidence base which indicated that there was a need to focus on helping people understand that climate change was a "here and now" issue, and emphasised the value of using "trusted intermediaries" to shift attitudes. As part of the initiative, the Climate Challenge Fund granted funding of GBP 8.5 million to 83 projects across England that helped to encourage more positive attitudes toward tackling climate change, freely available communication resources, including an award-winning two-minute film, and a web-based CO2 calculator - allowing individuals and households to find out their CO2 footprint. The calculator has the following key "selling points": - the data and calculations have been recognised by government; - the results can be customised to individuals or households; - three lifestyle areas (domestic heating, electrical appliance use and personal travel) are brought together in one calculator; - advice is tailored to the individual, rather than generic; and - recommendations are given on reducing and avoiding wasted energy, rather than simply offsetting.