Act on CO2 Fairy Tales

Act on CO2, a communication channel of the UK’s Department of Energy and Climate Change (DECC), has had two of its print advertisements banned by the Advertising Standards Authority (ASA). The ads, “Jack and Jill”, and “Three Men in a Tub” are part of a set of four print ads and two outdoor posters warning people of the dangers of climate change. The ASA has ruled that the claims made in the newspaper adverts were not supported by solid science and must not be published again. The “You end the Story” TV campaign, which also provoked a barrage of complaints, is also under consideration.

Act on CO2 Three Men in a Tub

Rub a dub dub, three men in a tub – a necessary course of action due to flash flooding caused by climate change. Climate change is happening. Temperature and sea levels are rising. Extreme weather events such as storms, floods and heat waves will become more frequent and intense. If we carry on at this rate, life in 25 years could be very different.

Act on CO2 Three Men in a Tub

Jack and Jill went up the hill to fetch a pail of water. There was none as extreme weather due to climate change had caused a drought. Extreme weather conditions such as flooding, heat waves and storms will become more frequent and intense.

Act on CO2 The Cat and the Fiddle

Hey Diddle Diddle the cat and the fiddle, the cow jumped over the moon on discovering how easy it was to reduce our carbon emissions.

Act on CO2 Twinkle Twinkle Little Star

Twinkle twinkle little star, how I wonder what you are, up above the world so high, looking down at dangerously high levels of CO2 in the atmosphere.

Act on CO2 Winter Snowman ad

No one wants climate change, least of all snowmen.

Act on CO2 Summer Boat

If our climate changes our landscape changes.


The Act on CO2 campaign was developed at AMV BBDO, London.

The Fairy Tale print ads were designed by Bob Venables via Good Illustration.

Filed under: Act on CO2, Print

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  • donal coonan

    Hey – I just wondered if you had a larger version of the Snowmen CO2 campaign poster? I can’t seem to expand it beyond how it appears on the blog page.
    If you could let me know, that would be great – thanks!

  • Hi Donal. I’ve uploaded a new version for each of the winter and summer ads. Click on the ads and they’ll come up 300 DPI and 1400 pixels wide. You can also find the ads on the Act on CO2 site, in pdf format.

  • Matthew D

    Of course we should keep these ads public. Here are my reasons why:

    1.Without these ads we wouldn’t know about the affects of climate change so we wouldn’t know how to change it.

    2.Younger kids don’t know what the ads mean so they don’t know what to be scared about.

    3.Adults should be more scared of these ads than children because adults are the ones who are causing climate change and are the ones who should especially* be trying to change it.

    *Children should be
    tryng to change it too.