25th February 2020

The Future We Choose publishes with pioneering zero-waste campaign

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The Future We Choose publishes with pioneering zero-waste campaign

Christiana Figueres and Tom Rivett-Carnac’s highly anticipated manifesto for positive climate action, The Future We Choose (Manilla Press), publishes with a pioneering zero-waste UK campaign.

To support the book’s powerful message of environmental optimism and proactive climate action, the UK marketing campaign – led by Bonnier Books UK campaigns director Felice McKeown – has been designed to be as eco-friendly as possible.

All print campaign material has been sent to retailers using zero-waste postage and packing materials, with presenters printed on Revive carbon offset paper, bookshop posters printed on 100% recycled paper.

Manilla Press has also produced innovative ‘plant-able bookmarks’, distribute­d to booksellers, encouraging readers to connect with nature ‘hands-on’.

The outdoor campaign, launching in publication week, features paste-ups with four different designs – aiming to reframe the climate change conversation around possibility rather than pessimism.

‘Reading The Future We Choose last year had such a profound impact on me – not only personally but also in the way I think about marketing. We needed the campaign for this book to reflect the values it represents … It’s also been a real lesson to understand all the different points at which waste creep into the marketing cycle, but also the ways in which all of us can work to reduce that.’

Felice McKeown, Campaigns Director, Bonnier Books UK

Manilla Press is also working in partnership with Less Plastic UK on their #MoreNature campaign in March, and to offer advice and recommendations to booksellers looking to reduce plastic pollution in their bookshops and displays.

Felice McKeown, Campaigns Director at Bonnier Books UK, said: ‘Reading The Future We Choose last year had such a profound impact on me – not only personally but also in the way I think about marketing. We needed the campaign for this book to reflect the values it represents. Community, positivity and sustainability were all central to the decisions we made in both messaging and material.’

McKeown continued: ‘I very much hope that everyone we reach will feel empowered to enact change in their own lives as I have in mine. It’s also been a real lesson to understand all the different points at which waste creep into the marketing cycle, but also the ways in which all of us can work to reduce that.’

‘We are really excited about The Future We Choose, and to work with Felice and the team at Bonnier Books UK. Christiana and Tom empower us all with a positive vision of the future, sharing how we can have it by taking responsibility and action within our spheres of influence.’

Amanda Keetley, CEO of Less Plastic UK

Amanda Keetley, CEO of Less Plastic UK (https://www.lessplastic.org.uk), said: ‘Businesses have the power to make a game-changing difference to the plastic crisis by opening their eyes to single-use plastic, questioning the need for it, and sourcing creative alternatives.  We are really excited about The Future We Choose, and to work with Felice and the team at Bonnier Books UK. Christiana and Tom empower us all with a positive vision of the future, sharing how we can have it by taking responsibility and action within our spheres of influence.’

The printed book is also 100% recyclable: the cover material is 100% recyclable (Revive carbon offset); text material is 100% FSC; cover finishes are 100% plastic free (emboss and water-based varnish) and the books were delivered to the warehouse in cartons instead of plastic wrap.

The Future We Choose by Christiana Figueres, former UN secretary for climate change, and Tom Rivett-Carnac, her senior political strategist, is the definitive manifesto for optimism and action to survive the climate crisis.

The book publishes on Tuesday 25 February and is endorsed by numerous high-profile celebrities and spokespeople, including Yuval Noah Harari, Stella McCartney, Klaus Schwab and Jane Goodall.

More information can be found on the Global Optimism website https://globaloptimism.com/the-future-we-choose-book/.

Photo credit: Jimena Mateo, Ivan Weiss