Launching a Green Revolution and making British media history

Dale Vince

Alongside environmental entrepreneur Dale Vince and the Daily Express, Borkowski developed and launched an unprecedented 11-month campaign to start a ‘Green Britain Revolution’ through a series of high-profile features, op-eds, news stories and petitions. The project kicked off with the ‘Zero for Zero’ campaign to urge the government to scrap VAT on low and zero carbon products.
The campaign has cemented Dale’s reputation as the country’s foremost eco entrepreneur, as well as engaging him with a fresh audience and educating a new demographic on green issues. The launch carried further significance as it was considered by many commentators as the latest stage in the reinvention of the previously climate-sceptic Express. As a result, it was widely recognised as an historic British media landmark, amplifying its message, and dominating the news agenda further.
The length and scale of the campaign ensures both a steady build in momentum, and a profound and enduring impact. It is currently the most read campaign on and was named ‘Campaign of The Week’ by PR Week.


Impact Highlights

"Without Borkowski's drive and commitment the 'Green Industrial Revolution' campaign we've just launched at the Daily Express wouldn't have been so impactful.
"I've known Mark for years, decades, in fact, and when the man I call 'guru' - because he is - gets passionate about an issue or project, I listen.
"Mark tells a great story in compelling and engaging language and that's why I was drawn to partnering with his client Dale Vince, of Ecotricity.
"Dale and the Express aren't natural bedfellows, but Borkowski saw an opportunity to team us up with the self-confessed maverick entrepreneur to be, hopefully in time, a game-changing force for good.
"Working with Mark and his brilliant team has made us think about how best to shape our content around the message that a greener Britain is a no brainer in terms of our environment, health and wellbeing, but also crucially economically.
"I've sent our distinguished environment editor John Ingham around the world to report on the myriad issues we face protecting the planet and now our newly launched campaign will help us engage more vigorously and effectively with our print and online audiences.
"What the above proves, I hope, is that journalists and PRs can and do effectively work together even when there isn't an obvious fit.
"And if we can make a contribution to saving the planet along the way - all the better."

Gary Jones, Editor-in-Chief, Daily and Sunday Express

The Green Industrial Revolution is our future, our heritage, says Dale Vince OBE

spent on
average 5 mins
on each article,
30% higher
than site
£25,000 for
RSPB rewilding
of Horse
200,000 page
views on the
Express website
in the first
month: a record
for an Express
10,000 people
signed petition
to end VAT
on zero and
low-carbon products
30+ op-eds and
comments written
by Dale, helping his
environmental expertise
engage new audiences
in green causes

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