Rufus Leonard Launches Internal Carbon Awareness Campaign For Shell E&P

17 July 2007

Shell Exploration and Production (E&P) has brought in Rufus Leonard to develop a global internal communications campaign to help its 30,000 employees change the way they think about everyday energy use and carbon emissions. eMISSION is a two-part campaign of activities, ‘Roadsmart’ and ‘The Big Switch Off’, aimed at individuals, small teams and whole locations. ‘Roadsmart’ provides activities aimed at helping people save energy travelling to and from work and ‘The Big Switch Off’ addresses how to reduce energy consumption in the office. Rufus Leonard developed the campaign concept, copy and visual language.

The concept behind the campaign was to create a number of activities staff could run themselves where a direct correlation could be made between the energy saved and the amount of carbon saved. Each equation is measured in units of a barrel of oil. As an oil exploration and production company Shell E&P felt employees would have a greater affinity with the energy saved if their activities related to the quantity of oil consumed.

Campaign materials developed by Rufus Leonard included an introduction to the programme which acted as a campaign catalyst, two activity campaigns aimed at each of the three audiences and nine campaign posters to be downloaded from the Shell E&P intranet. Materials were also generated to help prospective participants measure their success with the campaign.

Shell E&P expects a significant response to the voluntary campaign from around the world and plans to create a number of supporting activities to motivate and sustain interest.