The Carbon Trust is the leading body on low carbon innovation in the UK and is the only body to be involved at every stage of the innovation process. The awareness of the Carbon Trust was generally high. However, its key stakeholders, business leaders and opinion formers were unsure of the Carbon Trust's role in the area of low carbon innovation. In order to create a buzz around the Carbon Trust and change perceptions among business leaders and opinion formers, a dialogue between the Carbon Trust and its key stakeholders needed to be established.

To position the Carbon Trust as the UK leader in the area of low carbon innovation as well as the UK thought leader in the development of policies, enabling rapid market penetration of emerging low carbon technologies. Also to increase overall familiarity and favourability amongst key stakeholder groups.

The big idea was to create a Low Carbon Innovation debate. This project was a fully integrated editorial partnership made up of two key elements. Firstly a supplement within The Observer - "Low-carbon Britain". The supplement addressed the influencers & stakeholders to convey positive messages around low carbon innovation. In addition a co-branded micro site was live & promoted for 10 weeks, this hosted exclusive web chats & Carbon Trust Incubation case studies to engage business leaders, academics & opinion formers, as well as a competition with a data capture mechanic.

Brand Aid research was carried out to evaluate performance of the campaign. Research showed that readers' response to the "Low-carbon Britain" supplement was very positive: - 89% felt the information was relevant to them - 85% were likely to talk about the issues and discuss the campaign, thus generating the needed buzz - 85% were likely to talk to others about what they've read - 83% stated that the campaign had increased the importance of the Carbon Trust for them - 80% said that the information had made them want to find out more about climate change.

The campaign was a great success in shifting the image of the Carbon Trust, delivering a sizeable uplift in the perception of the Trust by its stakeholders: - 85% felt it was important that the Carbon Trust existed - 82% thought that the Carbon Trust was aiming to create low carbon economy - 82% of audience felt better informed about the Carbon Trust. GNM proved an ideal fit for the Carbon Trust brand to engage in a dialogue with business leaders and opinion formers, and communicate its position as the UK leader in the area of low carbon innovation.