Identifier
Created
Classification
Origin
09STATE64364
2009-06-22 16:26:00
UNCLASSIFIED//FOR OFFICIAL USE ONLY
Secretary of State
Cable title:  

LAUNCHING THE 'NEXT BIG THING' INITIATIVE FOR

Tags:  BEXP ECON ENRG EUN KGHG KPAO OEXC PREL SENV SW 
pdf how-to read a cable
VZCZCXRO5931
PP RUEHAG RUEHDF RUEHIK RUEHLZ RUEHROV RUEHSL RUEHSR
DE RUEHC #4364/01 1731649
ZNR UUUUU ZZH
P 221626Z JUN 09
FM SECSTATE WASHDC
TO EU MEMBER STATES COLLECTIVE PRIORITY
RUEHBS/USEU BRUSSELS PRIORITY
RUEHSM/AMEMBASSY STOCKHOLM PRIORITY 7567
INFO RHMCSUU/DEPT OF ENERGY WASHINGTON DC PRIORITY
RUCPDOC/DEPT OF COMMERCE WASHINGTON DC PRIORITY
UNCLAS SECTION 01 OF 04 STATE 064364 

SENSITIVE
SIPDIS

E.O. 12958: N/A
TAGS: BEXP ECON ENRG EUN KGHG KPAO OEXC PREL SENV SW
SUBJECT: LAUNCHING THE 'NEXT BIG THING' INITIATIVE FOR
U.S.-EU CLEAN ENERGY OUTREACH AND PARTNERING DURING
SWEDISH EU PRESIDENCY

REF: A. STOCKHOLM 202

B. STATE 40579

UNCLAS SECTION 01 OF 04 STATE 064364

SENSITIVE
SIPDIS

E.O. 12958: N/A
TAGS: BEXP ECON ENRG EUN KGHG KPAO OEXC PREL SENV SW
SUBJECT: LAUNCHING THE 'NEXT BIG THING' INITIATIVE FOR
U.S.-EU CLEAN ENERGY OUTREACH AND PARTNERING DURING
SWEDISH EU PRESIDENCY

REF: A. STOCKHOLM 202

B. STATE 40579


1. (U) This is an action request for all posts in EU
Member State capitals as well as USEU Brussels. Please
see para 2-10. Stockholm and USEU only, please see
additional action at para 10.


2. (SBU) Embassy Stockholm initiated in 2006 a program of
cooperation with Sweden on alternative energy technology,
dubbed the 'One Big Thing' (OBT). Viewing energy
technology as a cornerstone to combating climate change,
and recognizing shared goals and strengths in alternative
energy, the OBT stimulated U.S.-Swedish cooperation on
alternative energy-related technology and R&D, finance and
investment, public policy, and public awareness. The OBT
fostered excellent government-to-government cooperation
and spurred an estimated $150-$200M in business
relationships. It also led to very positive media
coverage of U.S. environmental policies in Sweden,
creating a 'halo effect' that helped improve the U.S.
image in Sweden.


3. (SBU) Building on the highly successful OBT initiative,
Washington hereby launches the 'Next Big Thing' (NBT)
across all our Missions in EU Member States, broadening
Embassy Stockholm's bilateral work. This EU-wide project
is launched in recognition of Sweden's plans to make
climate change one of its EU presidency priorities, and as
the international community intensifies its work in the
run-up to the December Copenhagen conference on climate
change (Conference of Parties (COP) 15). Department
expresses appreciation to Stockholm and USEU Brussels for
Ref A and their other work to develop this constructive
response to our diplomatic and commercial interests in
Europe in climate change and energy technology.


4. (SBU) Washington agencies support this initiative and
its promotion of (1) U.S. energy technology firms and
links with EU counterparts, with the goal of developing
international commercial partnerships to advance

technology R&D and commercialization, and (2) public
diplomacy efforts highlighting green technology
cooperation and use. There is agreement that our
diplomatic goal is to profile the strong efforts the U.S.
is making, including in the private sector and in
public-private partnerships, to develop energy technology
as a cornerstone in combating climate change. Our
commercial goal is to promote U.S. firms' commercial
interests.


5. (SBU) Department urges Posts to frame the initiatives
below in the context of the significant changes in U.S.
policy on climate change since January 20, 2009.
Department urges Posts to draw on Ref B and such sources
as Special Envoy for Climate Change Todd Stern's March 3
remarks in Washington:
http://www.state.gov/g/oes/rls/remarks/2009/1 19983.htm
and the broader collection of materials on State's climate
page:
www.state.gov/g/oes/climate
Posts will receive Septel broader points on climate policy
for both diplomatic and public diplomacy purposes.


6. (SBU) In addition, when discussing greening activities
at Post, the Department urges Posts to highlight Secretary
Clinton,s Greening Diplomacy Initiative launched on Earth
Day. Remarks are available at:
http://www.state.gov/secretary/rm/2009a/04/12 2064.htm


7. (SBU) Department instructs Posts in EU Member State
capitals and USEU Brussels to pursue the objectives and
tasks outlined below.


8. (SBU) Tasks related to promotion of U.S. firms will be
the responsibility of the Department of Commerce in
Washington and at Posts:

LISTING AND HIGHLIGHTING U.S. FIRMS WITH INNOVATIVE GREEN
TECHNOLOGIES, OR U.S. INNOVATIONS, THAT COULD BE UTILIZED
BY EU BUSINESSES


STATE 00064364 002 OF 004

SUBJECT: LAUNCHING THE 'NEXT BIG THING' INITIATIVE FOR
U.S.-EU CLEAN ENERGY OUTREACH AND PARTNERING DURING
SWEDISH EU PRESIDEN
-To showcase the positive contribution the U.S. business
sector has made in providing climate change solutions,
U.S. embassies in the 27 EU member state capitals should
highlight U.S. companies that offer clean tech products
and services. Fact sheets on Embassy websites should
detail U.S. strengths in such areas as solar power, fuel
cells, energy efficiency and green buildings.

-Led by DOC, with support in press and web communication
by State and Posts

EXPANDING TECHNOLOGY PARTNERSHIPS WITH EUROPEAN PARTNERS

-In order to expand transatlantic partnering we will
encourage the Swedish presidency and others in the EU to
develop a parallel effort listing EU firms. (One of the
most successful aspects of the 'One Big Thing' initiative
in Sweden was the 'A-List,' which contains one-page
descriptions of more than 50 promising Swedish clean tech
companies identified by Embassy Stockholm. The Embassy
publicized this list in the local media and shared it with
U.S. investors and businesses seeking Swedish partners.
The Swedish business community saw the list as a novel way
to attract customers and the Swedish media was captivated
by the idea that the U.S. Embassy is interested in Swedish
innovations.)

-Action by Embassy Stockholm and USEU, likely working with
presidency officials, the European Commission and industry
associations

"BRIGHT GREEN" TRADE SHOW AND EU GREEN BUILD ROAD SHOW IN
U.S.

-Highlight U.S. efforts in alternative energy and energy
conservation through the strong presence of U.S. companies
in Europe at "Bright Green," the trade show being
organized in connection with COP 15. U.S. companies are
already being recruited for the event.

-Led by FCS Stockholm and Paris, with support in press and
web communication from State


9. (SBU) PD-related tasks should be undertaken by PA
Sections at all our EU Missions in cooperation with the
Missions' FCS and ECON sections. EUR/PPD will provide
assistance to guide posts in their efforts and coordinate
with other Washington PD elements:

PUBLICIZING U.S.-EU ENERGY TECHNOLOGY COOPERATION, THROUGH
DESCRIPTIONS OF COOPERATION BETWEEN THE DEPARTMENT OF
ENERGY AND OTHER PARTS OF THE U.S. GOVERNMENT WITH BOTH
THE EUROPEAN COMMISSION AND WITH INDIVIDUAL MEMBER STATE
GOVERNMENTS

-Subjects include but are not limited to solar, hydrogen
and fuel cells, bioenergy, carbon capture and storage, and
energy efficiency. Items should appear on Mission
websites and be shared with host country and EU
counterparts for possible inclusion in their
literature/websites.

-Action by USEU, Embassy Stockholm, EUR posts, Department
of Energy. Inventory work to be coordinated by USEU,
EUR/ERA, and Department of Energy headquarters.
-To support this goal Posts are asked to inform USEU,
EUR/ERA, and DOE HQ (Jeff Skeer, Jeff.Skeer@hq.doe.gov)
about major ongoing energy technology cooperative efforts
about which they are already aware.

RESEARCHER EXCHANGES/VISITS

-U.S. Missions in EU Member States should also consider
promoting researcher exchanges or visits. Often these are
the easiest cooperative efforts bureaucratically, and in
many cases, provide excellent stories for public diplomacy
efforts. Additionally, utilization of AAAS fellows or of
the existing Embassy Science Fellow program will expand
Embassies' scientific networks, ultimately providing
returns over several years. Embassies Berlin, Brussels,
Madrid, Rome, and The Hague are in a particularly
important position, as their host countries house the
European Commission's Joint Research Center (JRC)
laboratories.

-Action at option of individual Post. Posts are requested
to keep USEU, EUR/ERA, and DOE HQ (Jeff Skeer) informed of
relevant exchanges once agreed.

STATE 00064364 003 OF 004


JOIN "LEAGUE OF GREEN EMBASSIES"

-Greening our USG facilities overseas, and informing host
country publics of what we have done, is already underway
at many missions. More than 30 posts worldwide, the
majority from EUR, have joined the League, pledging to
reduce the carbon footprints of their facilities and
fleets and to share best practices in Embassy greening via
an intranet website. Embassies in all EU member states
are encouraged to join the Green League, take
emissions-reducing actions, and catalog these efforts so
we can incorporate them into both EU-wide and member state
public diplomacy outreach.

-Action at option of individual Post

"LEAGUE OF GREEN EMBASSIES"-RELATED ACTIVITIES

-U.S. missions in EU Member States should participate in a
coordinated 'Green Embassies Day' to publicize their local
efforts and how they fit into a broader agenda, including
Department of Energy and Department of State cooperation
to make Embassies greener. Further information is
available at:
www.energy.gov/news/6774.htm
-Note and publicize related U.S. Government efforts, such
as the Federal Energy Management Program (FEMP),working
to reduce energy use at all U.S. Government facilities.
FEMP helps save energy and taxpayer dollars by advancing
energy efficiency and water conservation, promoting the
use of distributed and renewable energy, and improving
utility management decisions at U.S. Government
worksites.
-U.S. Embassies should also participate actively and
encourage private partners to participate in Europe-wide
campaigns (such as Green Week, Sustainable Energy Week,
Sustainable Energy Europe Awards, or others to be
scheduled during the Swedish Presidency).

-Actions at option of individual Post

AMPLIFIED PUBLIC DIPLOMACY ON CLIMATE AND ENERGY THEMES

-As part of EUR's larger public diplomacy strategy on
energy and the environment, posts should expand our public
diplomacy on U.S.-E.U. alternative energy cooperation.
Posts should deploy traditional PD tools to counter the
image of the U.S. as lagging behind Europe in addressing
climate change. DVCs and webchats may replace public
speaking opportunities when travel is not feasible.
Multi-embassy events using new media are also encouraged,
to address resource constraints.

-Action by EUR missions, USEU, Embassy Stockholm, with
support from EUR/PPD and Department of Energy

EUROPEAN VOLUNTARY VISITOR PROGRAM ON ALTERNATIVE ENERGY
AND GREEN TECHNOLOGY

-USEU will develop and solicit nominations from Posts for
a Visitor program with visitors from multiple countries,
highlighting U.S. alternative energy sources and U.S.
leadership in developing green technology. Visit sites
could include the Department of Energy's National
Renewable Energy Laboratory (NREL) and National Energy
Technology Center (NETL).

-Action by USEU, developing program in coordination with
Voluntary Visitor Office and interested posts.

EUROPEAN JOURNALISTS' TOUR OF U.S.

-A group of up-and-coming journalists from across Europe
will visit the U.S. on a Foreign Press Center tour to see
examples of successful energy-saving and green-technology
initiatives. They will learn about policy on federal,
state and local levels and gain exposure to how ongoing
independent initiatives are contributing to a reduction in
emissions and increased energy efficiency.

-Action by USEU PA, in coordination with EUR/PPD, Foreign
Press Center and EUR posts

INFORMATION RESOURCES AND OTHER EFFORTS

-USEU PA, in coordination with EUR/PPD and possibly the
Bureau of International Information Programs, will develop

STATE 00064364 004 OF 004

SUBJECT: LAUNCHING THE 'NEXT BIG THING' INITIATIVE FOR
U.S.-EU CLEAN ENERGY OUTREACH AND PARTNERING DURING
SWEDISH EU PRESIDEN
and bundle informational resources, such as fact sheets
detailing greening initiatives of our embassies in EU
Member States.
-Missions in EU Member States are also encouraged to
utilize alternative energy-themed IIP products, such as
IIP videos and e-journals.
-Missions are asked to submit content proposals to IIP, to
highlight Embassy energy technology initiatives on
America.gov
-Posts are reminded of the U.S. presence at COP-15 as
another opportunity to promote the themes of the 'Next Big
Thing' initiative, including alongside bilateral or EU
partners. Washington sees DVCs in the lead up to COP-15
as a key part of the COP-15 public diplomacy strategy.

-Action by USEU PA, EUR posts, EUR/PPD, Department of
Energy


10. (SBU) Further Action Request for Stockholm and USEU
only: Engage in further discussion on this project with
Government of Sweden and European Commission, considering
whether to seek official Swedish/EU support for this
initiative, and what form that support might take.


11. (U) For additional questions or clarification, first
points of contact are State/EUR/ERA (Matthew Beh,
behmk@state.gov),State/EUR/PPD (Leila Kamgar,
KamgarLJ@state.gov),State/EEB/ESC (Danielle Monosson,
MonossonDH@state.gov),Department of Energy (Jeff Skeer,
Jeff.Skeer@hq.doe.gov),and USEU Brussels (Robert
Dollinger, DollingerRA@state.gov).
CLINTON