Challenge: The CDP Australia and New Zealand Climate Change Report 2012 analyses climate change disclosures made by ASX200 and NZX50 companies through the CDP to its 655 institutional investor signatories with US$78 trillion in assets. These companies represented 85% and 91% of the total market capitalisations of the ASX200 and NZX50 respectively.
This annual report, written by Deloitte Australia, provides an annual update on greenhouse gas emissions data and climate change strategies at the largest listed companies in Australia and NZ.
OgilvyEarth was briefed to develop and execute a communications strategy which placed the key findings in mainstream news media.
Strategy: The report was scheduled to be launched at Carbon Expo Australasia in Melbourne so OgilvyEarth worked to leverage interest in the event and align the results of the report with broader environmental issues in the current news agenda.
OgilvyEarth identified and targeted key business and environment writers and offered embargoed interview opportunities with James Day, CDP’s Director for Australia & New Zealand, in the lead up to the launch in order to maximise launch day coverage.
Immediately following the launch event, OgilvyEarth issued a press release announcing the results of the report and continued to reach out to key media, offering media interview opportunities and byline articles written by James.
Results: The coverage achieved for the CDP Australia and New Zealand Climate Change Report 2012 was the most coverage received for any CDP Australia and New Zealand report to date.
OgilvyEarth achieved a total of 110 pieces of coverage for the report in key print, radio, broadcast and online publications including the Australian Financial Review, Sydney Morning Herald, The Age, Canberra Times, ABC News Online, ABC 702 Sydney, Sky News, and Climate Spectator.