Woosah leads the charge on Equity Energies’ Carbon Admissions campaign.
In today’s world, where the race to Net Zero is crucial to combat climate change, effective communication has become a cornerstone for businesses striving to meet sustainability goals.
That’s why Equity Energies, part of FTSE 100 listed DCC plc, turned to Woosah to develop and launch the Carbon Admissions campaign—a bold initiative to promote open conversations about the journey to Net Zero.
Tackling optimism bias in sustainability
The Carbon Admissions campaign comes on the heels of research commissioned by Equity Energies, revealing that although 94% of organisations prioritise Net Zero, many lack the foundational knowledge needed to achieve their sustainability ambitions. This optimism bias—where companies overestimate their progress toward environmental goals—poses a significant threat to the UK’s collective aim of reaching Net Zero by 2050.
Woosah’s role was to take this insight and craft a campaign that not only communicates the findings but also encourages a shift in mindset across sectors. The Carbon Admissions campaign is designed to inspire businesses to openly admit what they don’t know about achieving Net Zero—removing the stigma from not having all the answers and opening the door to collaboration and learning.
A fresh approach to decarbonisation conversations
For Woosah, the challenge was clear: how to take a nuanced, potentially intimidating subject like Net Zero and turn it into a compelling, accessible narrative. The campaign’s playful twist on the term “carbon emissions” helps break down barriers, encouraging organisations to start honest discussions about where they currently stand in their sustainability journey.
“Equity Energies’ ambition with Carbon Admissions aligns perfectly with Woosah’s philosophy of delivering clarity amidst chaos,” says Phil Borge-Slavnich, Co-Founder of Woosah. “By stripping away the complexities and encouraging businesses to be candid about their challenges, we can foster a culture of transparency and cooperation that’s essential for reaching Net Zero.”
Cutting through the noise
Since its launch, Carbon Admissions has been praised for its approachable tone and practical resources. Woosah’s strategic communications expertise ensured that the campaign resonated across industries—whether in hospitality, manufacturing, or healthcare. The campaign’s accessible messaging, backed by actionable insights, is helping companies feel empowered rather than overwhelmed by the challenge of reaching Net Zero.
Woosah’s growing impact
Woosah’s work on Carbon Admissions not only supports the sustainability goals of Equity Energies, but also reflects their commitment to helping brands find their voice and purpose in an increasingly crowded and complex market.
As more organisations realise the importance of genuine, clear communication in the pursuit of Net Zero, Woosah’s partnership with Equity Energies stands as a prime example of how the right approach can inspire real, lasting change.