Case studies > Supporting the ‘greenest Games ever’
The Brief
The Commission for a Sustainable London 2012 launched its first annual review in November 2007. The annual reviews provide an independent analysis of the London Games’ sustainability targets and achievements to date, also providing recommendations for improvement when required. As an independent watchdog, the commission is uniquely placed on comment on the London Olympics and the plethora of sustainability issues such a large event engenders. The commission’s chair, Shaun McCarthy, has been called upon to discuss everything from possibility of growing fruit and vegetables on the Olympic Park to whether waste food from the Games can be used as a green energy source.
Epoch set up a number of one-to-one briefings for Shaun with key journalists from national and trade publications to develop good relationships with media commentators. Since then, Shaun has commented on the Olympics for titles including Radio 4’s You & Yours, CNBC, BBC London, Building, Construction News, Regeneration and Renewal, The Ends Report, Building Design and Ethical Corporation; while the commission’s reports and official responses to policies such as the London 2012 sustainability plan have been picked up the Guardian, the Economist and Regenerate, among others.
The Result
As chair of the commission and the official spokesperson, Shaun McCarthy has commented on a range of news developments such as the announcement of the ODA’s business network, the Olympic Master Legacy Framework and the announcement of the official Olympic sponsor. Alongside the commission’s remit to comment on and analyse sustainability plans and suggestions from the Olympic bodies, the annual reviews offer a comprehensive overview of progress and as such have been covered by publications such as the Guardian, the Economist, Construction News, the Ends Report and Regenerate, and Shaun has been interviewed by outlets such as Radio 4, CNBC and BBC London.
When Shaun McCarthy attended the Beijing Olympics on the official observer programme it seemed like an ideal opportunity to highlight the role of the Commission and the subject matter that it covers. A strict media protocol had to be observed and it was decided the best way to control the content was to put forward Shaun for a series of blogs. BBC London, Building and Greenbang were selected as providing a good representative sample. BBC London ran a detailed profile on the Commission and its role and then carried five blog posts on the subjects of air quality, merchandising, transportation, food and sponsorship. Building and Greenbang each carried three additional blogs.