Background
An initiative by The Forum Trust brought Yann Arthus-Bertand’s internationally renowned Earth from the Air exhibition to Norwich during March and April 2007. The Forum Trust developed a programme of environmentally themed workshops, collectively called Earth Event, to complement the exhibition.
Objectives
* Announce the opening of the Earth from the Air exhibition and launch Earth Event
* Attract a high number of visitors to the exhibition and to Earth Event
* Spread awareness of climate change and demonstrate how everyone can reduce their own carbon footprint
* Promote The Forum as a key destination for tourists and local residents
Planning and Implementation
* Regional press were involved from the outset and educated about the core messages of Earth Event
o A good relationship with the press was vital not just to maintain coverage throughout the event but to ensure that the key message of collective responsibility was at the forefront of all media activity
* The Word organised a launch evening to officially open Earth Event, creating an awareness and excitement for the project and exhibition
o Attendees on the night included a host of prestigious regional businesses such as Adnams, Jarrolds and the Broads Authority, local dignitaries including Mayor Felicity Hartley and members of the Council, as well as students from City College and members of the local radio and press
Benedict Allen
Creativity
Press Pack
* The Word conceived and sourced the creation of a press pack folder, printed on sustainable stock containing a CD with all press material. It was quirky and eye catching and corresponded with one of Earth Event’s messages, encouraging people to use less paper and recycle
Official Launch of Earth Event
* Internationally renowned explorer, Benedict Allen was secured as guest speaker to raise the profile of Earth Event from the outset
* He read Environmental Science at the University of East Anglia and is well known for being one of Britain’s most intrepid explorers, so was an ideal candidate for the launch
Carbon footprints
* Footprint pledges were designed to help the public understand how they could make relevant lifestyle changes that would reduce their carbon footprint
* Printed footprints were available in The Forum for visitors to fill in and post on the pledge wall
Rob and Chrissy from Radio Broadland making their pledge
Photographic Competition
* A photographic competition to encourage public participation was organised
* Entrants were encouraged to take a closer look at the surrounding Norfolk landscape, recognising its environmental significance and why it is important to protect it
* There were many thoughtful entries, which impressed judges Harry Cory-Wright (renowned Norfolk-based photographer) and Peter Waters (Deputy Editor of the Eastern Daily Press)
* The Word secured sponsorship from Hewlett Packard for prizes which donated 8.2 MP digital cameras and a high performance photo printer worth a total of approximately £750
Results
* Approximately £72,000 of coverage achieved including press, broadcast and web
* Coverage regularly appeared in regional press with updates on the different Earth Event workshops
* Key messages were at the forefront of all media activity
* A number of press calls to action encouraged the public to pledge to reduce their carbon footprint
* An estimated 100,000 people visited the exhibition and Earth Event, including 1,500 school children