Mr. Peter Ainsworth

To ask the Secretary of State for Energy and Climate Change what procedures his Department has put in place to evaluate the effectiveness of the Act on Carbon Dioxide advertising campaign; and if he will make a statement. ( 323816 )

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Joan Ruddock

[holding answer 23 March 2010]: The Act On CO 2 advertising campaign is designed to encourage individuals to make the changes in behaviour necessary to reduce carbon emissions, and mitigate the effects of climate change. The Department evaluates the campaign using a range of measures: Pre and post campaign omnibus surveys to assess shifts in awareness, attitudes and claimed behaviour; number of website visits, indicating the degree to which the campaign has generated a desire among the public to find out more; click-through rates from online display advertisements; where applicable, number of telephone calls generated; number of visits to the Act On CO 2 carbon calculator and assessment from third party partners of the success of the campaign.

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