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Daily Express unveils its ‘Green Britain' campaign

New research reveals that UK adults are more worried about the state of the planet that future generations will inherit than local crime. 

The Daily Express today launches it's seven month Daily Express ‘Green Britain’ campaign following a newly commissioned survey that revealed that more people are worried about saving the planet (66%) than crime in their local area (39%).

Backed by green entrepreneur Dr Dale Vince, the new initiative hopes to encourage people to live a greener life. 

As part of the campaign, the news title and Dr Vince are launching a petition asking people to urge the government to create a ‘Zero 4 zero’ policy to boost the tax system by scrapping VAT on low or zero-carbon products, to fight climate change and protect the natural environment.  

Both the news brand and Dr Vince believe that the current tax regime rewards polluters and holds back progress towards the nation’s national green targets. This makes green or low carbon products more expensive than they need to be while giving an edge to conventional high carbon products. 

The campaign is another example of the change in editorial direction for the Daily Express. On the launch, editor-in-chief Gary Jones said: "In the past, the Daily Express has neglected to highlight the most important issue we face, namely protecting the planet by collectively doing all we can to make the right choices. The pandemic has highlighted the need for society to change. We will be highlighting the issues affecting us all and future generations in the run-up to the UN Climate Change Conference in Glasgow this November and beyond."  

As part of the campaign, award-winning environmental journalist John Ingham will run a weekly focus on topics including British wildlife, electric cars, fast fashion, green gardening and much more. Realistic tips and tricks will be offered to make small changes and a big impact. 


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