Trending PR Campaigns
The Contrail-Dodging Flight Trial
The UK Government partnered with Google and the Met Office on a 30-month trial using AI to help aircraft avoid atmospheric conditions that create persistent contrails. By testing small route and altitude changes over the North Atlantic, the campaign turned an invisible climate problem into a simple, surprising idea: greener aviation might begin with taking a slightly different path.
Why it worked: It framed a complex climate issue as a testable, near-term fix—AI-guided minor reroutes—to quantify a counterintuitive win: fewer contrails over more fuel.
The lesson: Consider pitching a small, measurable experiment that turns an invisible externality into a simple tweak with before/after metrics and public dashboards.
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