So the Government want us to reduce CO2 emissions by discouraging driving. They’ve done some calculations and reckon that asking us all to drive 5 miles less each week will make a useful difference.

Drive 5 miles less

Trouble is, this objective doesn’t make sense.

‘What, I have to stop and park 5 miles before I reach my destination? Not bloomin’ likely,’ thinks Ms Average.

If the message was about cutting out one short car journey per week, it might be more effective. Why? Because ad campaigns ought to use the same language that real people use.

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