The Daily Express has launched a major climate change campaign turning its masthead and crusader green in a bid to persuade the Prime Minister to “lead the world revolution on green issues”.

More people are worried about saving the planet (66%) than local crime (39%), the paper has revealed, as it began its seven-monthly Green Britain campaign to encourage readers to live a more eco-friendly life.

The campaign is another example of the change in editorial direction for the Express, editor Gary Jones has said.

Over four in five adults believe that environmental issues such as protecting wildlife, increasing renewable energy and cutting down pollution are important for the UK government to focus its efforts on – according to a survey commissioned by Sevanta ComRes for the paper.

The Express – backed by green entrepreneur Dr Dale Vince – has also launched a change.org petition asking people to urge the government to create a Zero 4 Zero policy to boost the tax system by scrapping VAT on low or zero carbon products, to fight climate change and protect the natural environment. The paper has argued that the current tax regime rewards polluters and holds back progress towards the UK’s national green targets.

Gary Jones, Editor-in Chief of the Daily Express, said: “In the past the Express has neglected to highlight the most important issue we face, namely protecting the planet by collectively doing all we can to make the right choices.

“The pandemic has highlighted the need for society to change. We will be highlighting the issues affecting us all and future generations in the run up to the UN Climate Change Conference in Glasgow this November and beyond.” 

As part of the campaign, the Express’s award-winning environmental journalist John Ingham will run a weekly focus on topics including British wildlife, electric cars, fast fashion, green gardening, and more. It will offer realistic tips and tricks to make small changes and a big impact.