Ladies and gents, I’m very proud and excited to announce the launch of BBC Green, Poke’s new work for BBC worldwide. Following Top Gear, Good Food and Gardeners world, which were all existing brands with TV and print properties, this one has involved the creation (in collaboration with the lovely people at multiadaptor) of a new brand - an online magazine for everyday sustainable living.
BBC Worldwide has undertaken extensive research into the UK changing consumer attitudes, covering green issues and ethical consumerism, and developed this unique and comprehensive online magazine as a result of a perceived opportunity to plug the ‘trust’ gap. The aim of BBC Green is to lead the mainstreamisation of sustainable living, to cut through some of the confusions surrounding green, sustainable and ethical issues and to help people make the choices that enable them to live a more sustainable lifestyle.
One key insight was that you can’t do it all, and that everyone has different levels of knowledge, motivation, time/money and priorities. We really wanted BBC Green to be inclusive, friendly and actionable and one of the key challenges was to move away from the “10 easy cheap steps to save the planet” which became generic and in danger of trivialising the climate change debate. At the same time not everyone can insulate their loft today or sell their car and start cycling. So we’ve created an informed, personalised action plan (in beta) to help people shrink their carbon footprint at their own pace and according to their priorities.
So, let’s get on with it everyone “Think Big, Start Small”.
Comments 2
nice one dude
Posted 12 Mar 2008 at 6:00 pm ¶That’s a very interesting insight and I am sure a lot of people will find the connect and the approach will do wonders for the entire green effort.
Posted 13 Mar 2008 at 12:43 pm ¶Trackbacks & Pingbacks 1
[...] 18, 2008 par originalgardener Après avoir lu un article sur la mise en route d’un magazine on-line dit “green attitude” par la BBC, je me [...]
Post a Comment