brief:

• approached by BP to be their lead strategic agency to launch their carbon offset programme, eventually to be called targetneutral TM -  based around the premise of reduce, replace and neutralise

challenge

• oil companies are still perceived by many as part of the global warming problem, so for BP to urge drivers to pay to offset the negative effect of using its products was potentially a brave move

strategy:

• this wasn't a media relations launch, it was an 18 month exercise in which Launch helped the BP team with strategic counsel - working with NGOs, government, pressure groups, communities (online / offline) and other marketing agencies. Launch also managed the PR message, and eventual launch. Given BP was reasonably early to the debate around carbon offsetting, we advised our client to proactively engage the media and stakeholders alike. We embarked on an online / offline mix of communications, with the centrepiece of activity being a bold press conference arranged by us at Tate Modern

results & measurement:

• the 220 plus items of coverage overwhelmingly focused on the positives of carbon offsetting  and any questions about the validity of BP's involvement, or of the offsetting principle, were more than balanced by the endorsement of the steering group
• "You are people we trust to think strategically, lead our agency communication and help manage our global reputation"
  Head of targetneutral, BP