Climate Change

Comic Relief Co-Founder and Filmmaker Richard Curtis on His Deforestation Campaign

Make My Money Matter's ad reveals how British pensions fund major tree-felling initiatives

Comic Relief Co-Founder and Filmmaker Richard Curtis on His Deforestation Campaign — 'For every £10 ($13) we put in our pensions (in the U.K.), £2 ($2.60) has links to deforestation,' explains filmmaker Richard Curtis.My Money Matters

By Stephen Lepitak

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Running across the U.K. is a campaign, which sees a still boxed motorized digger and chainsaws delivered to the door of a highly bemused couple. The aim of this bewildering spot is to teach viewers that their pension funds are linked to deforestation, something they are unlikely to be aware of.

Made for Make My Money Matter, a movement that is campaigning to see the trillions of pounds invested within British pensions used to benefit the planet instead, the 86-second spot will act as the focus point for delivering the message.

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.

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