Major Dutch climate programme and campaign

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• Major Dutch climate programme and campaign
• Over 40 NGOs involved
• Budget 16.3 million
• Introduction of a new brand that gives a face to
  all initiatives to reduce the risk of climate
  change
• Government and business sector can participate
• Potential start of international campaign
• Heres what Im going to do for the climate

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Background key issues

• Climate change is not perceived as urgent threat,
  but as a rather abstract long term environmental
  problem
• There are many initiatives to reduce the risks of
  climate change, but they are not part of a
  bigger movement
• What can I do, why does my individual action
  makes sense

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Solution (1)

• Involve parts of society that are confronted with
  the impacts of climate change. They can convince
  the public that climate change is becoming more
  and more a here and now social issue
• Development and humanitarion NGOs
• Other partners
• Water sector
• Farmers (bluetongue virus)
• Health sector (heat waves, Lyme)

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Solution (2)

• Create a new joint brand that brings together all
  initiatives to reduce the risk of climate change
• Both adaptation and mitigation efforts
• Make individual actions part of a broader
  movement

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Unique opportunity in the Netherlands

• Invitation by National Postcode Lottery to NGOs
  to develop joint programme on an issue that is
  relevant to all participating NGOs
• NGOs chose climate change
• National Postcode Lottery is major financier
  Dutch NGOs
• Annual budget 220 mln

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Programme objective

• Participating humanitarian, development and
  nature conservation NGOs start to improve the
  quality of their core business by including
  climate change in their programme and project
  development
• This is key to create new credible senders

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Campaign objectives

• Raise the sense of urgency climate change in top
  5 social issues
• New senders are key to make climate change a here
  and now social issue
• At least one million consumers take action thanks
  to this campaign

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Participating NGOs
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The Project portfolio
Project budget 100.000 - 480.000
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The international project portfolio

• AMREF Flying Doctors introduces innovative
  sollutions to reduce the rise in the spread of
  Hydatid in Sudan
• Unicef starts a swimming lesson programme in
  Bangladesh to reduce the number of kids that are
  drowned
• FreeVoice en the Red Cross introduce in six
  countries in Central America and the Caribbean
  early warning systems for hurricanes
• Many other projects in the field of drought
  management, water management, forest restoration,
  agriculture

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Nature projects in the Netherlands

• Natuurmonumenten, BirdLife Netherlands, the
  Wadden Sea Society and Ark Foundation introduce
  climate buffers nature as a tool to reduce the
  risks of climate change. Example
• An upstream (small) river restoration project
  that also helps to avoid flooding in the
  neighboring town in case of heavy rainfall
• Promotion of Natures Calender
• 600 groups of Climate Trees in all Dutch
  communities

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The consumer campaign

• FOE Netherlands, Greenpeace, the Society for
  Nature and Environment, the regional federations
  for Nature and Environment, WWF and DOEN
  Foundation start a consumer campaign
• Efficient light bulbs
• Top ten products
• Most efficient cars
• Green electricity
• Climate neutral products
• Business sector can participate by promotion of
  products that are part of the campaign package

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The public campaign

• Campaigns by participating NGOs
• Event with Al Gore, première An inconvenient
  thruth
• Joint mass media campaign
• Joint website www.hier.nu (www.here.now)
• Co-operation with commercial TV station
• Daily weather programme
• Reality programme
• Winners of climate photo competion visit projects
  in Nepal, Souther Africa and Nicaragua
• Support by National Postcode Lottery
• Bussiness campaigns Philips, NUON, Hema and many
  more
• Massive sticker distribution by participants
• Here becomes a virus

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Joint campaignEvent with Al Gore
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Joint campaign

• Mass media campaign
• TV spots
• Radio
• billboards

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Joint campaign

• Daily weather programme

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Joint campaign

• Visit projects in Nepal, Nicaragua, South Africa

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Joint campaign

• Climate actions heart of website
• Photo competition
• School competion with Ali B

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Joint campaign One million actions, put your own
climate action on the map (Google Earth)
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WWF, Unicef, Oxfam/Novib, Simavi and PLAN
Advertorial Nepal/Bangladesh
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Advertorial Simavi (Billboard campaign)
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Website Red Cross
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Presentation climate buffers to
Minister-President Nature helps to protect
against climate change
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Website WWF
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Action Greenpeace and regional environmental
federations Red Light District becomes Green
Light District
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(No Transcript)
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Business Sector participationHEMA, major retail
chain
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Business Sector ParticipationPHILIPS
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Joint policy proposals

• Federation for Nature and Environment, FOE,
  Greenpeace, WWF 30 emission reduction in 2020
• Nature Conservation NGOs Climate Buffers
• Netherlands Red Cross, Oxfam/Novib and others
  financing adaptation in developing countries

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Heres the public support for effective
government policies

• Joint Letter Minister-President Balkenende and
  Prime Minister Blair to EU Colleagues after Gore
  event
• Climate change priority for new government