The TV advert – due to be aired from Saturday 7th November - highlights that by driving five miles less a week, any driver can help make a difference.
Developed as part of the cross-Government ACT ON CO2 campaign, the advert aims to raise awareness of the impact of car travel on CO2 emissions and ways in which drivers can play their part in reducing this.
Car travel is the single biggest source of household and individual CO2 emissions in the UK. If all UK drivers reduced their driving by 5 miles a week we could save 2.7 million tonnes of CO2 per year.
Transport Minister Sadiq Khan said:
"This campaign asks people to think more carefully about the journeys they routinely take. In our daily lives we create over 40% of the UK's CO2 emissions, every action we can take to reduce this figure will make a difference.
"Our research has shown that driving five miles less a week is something people feel they can manage - for example, by combining journeys or walking and cycling a bit more for short trips."
Advice on ways of reducing your mileage is available on the ACT ON CO2
website: http://actonco2.direct.gov.uk/actonco2/home/campaigns/drive-5-miles-less-a-week.html as well as tips on smarter driving and tools for accessing environmental performance when you are buying a car.
To view the new advert please use the following link:
http://actonco2.direct.gov.uk/actonco2/home.html
In December 2008, we agreed a demanding framework with our European partners for reducing CO2 emissions from new cars. This will mean new cars emit around 40% less CO2 by 2020.
Notes to editors
1. The ACT ON CO2 campaign was launched in 2007 with the aim of encouraging change in behaviour through calculating an individual’s carbon footprint on the ACT ON CO2 carbon calculator leading to advice on reducing energy use.
2. ACT ON CO2 is a cross-government initiative, currently involving the Department of Energy and Climate Change (DECC), Department for Environment, Food and Rural Affairs (Defra) and the Department for Transport (DfT). It aims to improve levels of climate change literacy and provide easy, achievable ways for us all to reduce our carbon footprint. The campaign highlights how individual action can really make a difference. For more information please go to: http://actonco2.direct.gov.uk/actonco2/home.html
3. The UK was the first country to commit to internationally binding carbon targets and must meet at least an 80% reduction in greenhouse gas emissions by 2050.
4. The advertising will launch on national television and radio (England only) on Saturday 7th November, followed by press advertising from 16th November.
5. The DfT's carbon reduction strategy for transport Low carbon transport: a greener future is available at: http://www.dft.gov.uk/pgr/sustainable/carbonreduction/low-carbon.pdf
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Department for Transport Website: http://www.dft.gov.uk