ACT ON CO2 campaign aims and key performance measures 2007/08
March 2007 - March 2008
The Department for Transport ACT ON CO2 campaign launched in March 2007 with two key aims - to raise public awareness of how smarter driving techniques could reduce CO2 emissions; and to encourage consumers to think about CO2 emissions when purchasing a new vehicle.
Research conducted throughout the first year of the campaign (March 07 – March 08) measured ongoing progress against the following Key Performance Indicators:
Car Purchasing
- To increase the number of new car buyers (i.e. those intending to buy in next 3 years) who identify the impact on the environment as one of the top 5 factors taken into account when choosing their next car, from 14% to 18%.
Smarter Driving
- To increase the number of people who strongly disagree with the statement “the way a person drives has so little impact on the environment it is not worth worrying about” from 39% to 45%.
