Sky – The Bigger Picture
To give Sky a leadership role within the business community around climate change issues and inspire it’s own customers into following its actions.

Who did we need to speak to?
• Key stakeholders and influencers (shareholders, MPs, NGOs)
• City & business community
• Sky’s 13,500 staff
• Sky customers, general consumers

What was the story?
• Sky becomes carbon neutral
• Sky launches consumer initiatives to inspire action

How was it told?
• Through press briefings and by-lines, thought leadership speaker platforms, events, partnership marketing and internal communications

Result: On 10th June 2006, the Financial Times published a seminal article on Sky becoming carbon neutral as a first step in it’s environmental journey. The article sewed the seed for what was to be over 100 stories about Sky’s ‘The Bigger Picture’ campaign in the pages of national media.

Other key achievements:
• Guardian sponsored Green Awards – winner, best PR campaign
• National Energy Efficiency Awards – winner, National Champion and Big Business categories
• First media company in the world and second FTSE 100 company to become carbon neutral
• Over 3,500 Sky employees registered on the campaign website, www.jointhebiggerpicture.com
• Over 200,000 people attended the Sky Festival in Manchester with 55,000 directly participating in the weekend’s events
• James Murdoch elected to the board of The Climate Group
• BSkyB elected as part of Tony’s Blair’s elite carbon reduction programme ‘We’re in this Together’
• Sky is the only media company to have signed up to the Voluntary EU Code of Conduct on Energy Efficiency in Digital TV Service Systems


The Bell Pottinger Group: what could we do for you?