Association of Distributive Environmental Bodies

The Challenge

The Landfill Tax Credit Scheme is a British Government-sponsored, private-sector arrangement that directs funds from landfill tax to environmental projects. The Scheme had suffered years of negative media coverage and scepticism from government ministers that ultimately led the government to instigate a detailed review of the arrangement - with the responsible government departments actively considering its abolition. As the Scheme represented nearly all of the funding for the members of the Association of Distributive Environmental Bodies (ADEB), they came to APCO for help to save it.

The Solution

APCO's strategy targeted government departments and influencers and the media:

• In the first instance, APCO worked with ADEB to build good relationships with officials and ministers across the three key government departments involved in the review.
• Secondly, APCO helped ADEB raise awareness of the Scheme with those who influence the government's decision making process. APCO worked to identify and encourage supporters in Parliament and establish third-party support both locally and nationally.
• Finally, APCO put in place a media strategy to contain - and ultimately stop - the flow of media criticism of the Scheme.

The Result

ADEB was transformed from being completely unknown to becoming an advisor and trusted source of information to the government. APCO's successful strategy neutralised the previously negative media coverage and helped mobilise a large group of Members of Parliament and third parties - especially at the local level - to raise issues on ADEB's behalf. Ultimately, the Scheme was not only saved, but allocated a specified budget of £47m per annum and an additional one-off transition fund of around £20m.

Services Provided

• Coalition building
• Government relations
• Issue management
• Media relations
• Positioning

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