The basic story is that climate change is an urgent and perilous reality and that change whilst not easy is possible. The creative is based on EDF Energy’s commitment to reduce the carbon intensity from electricity production by 60% by 2020. While this is a compelling statistic, the difficulty is getting people to listen. The strategy involved acknowledging the problems and the truth that change is not easy but to provide an overriding sense of hope and optimism. The communications proposition was ‘we’ve been part of the problem, so we’ll be a part of the solution’.