The government decided that they had a responsibility to educate the British public how severe the Global Warming issue really was. Whilst working with the planners on the brief it became evident that the best strategy to get people to listen was to make them think about their children’s future.
Armed with this powerful angle the campaign was born. The year this ad went out it received the most complaints any government ad has ever received (202) and it was the most complained about ad that year, all of which were thrown out by the ASA incidentally. It just proved how powerful the ad actually was and how serious the situation of educating the UK really is.