The Pilot is a flywheel’ project designed to prove the concept and technology works at small scale, by convincing SMEs its in their interest to sign up, as a means to gather data to convince larger entities to mandate their supply chain to sign up, i.e. by demonstrating the bottom-up’ approach works, STC can scale through top-down’ regulation.


  • To iteratively road-test the human and technical resources required to implement STC, before further refinements, Pilot 2 and scale automation
  • To test responsiveness of SMEs to rationing free advertising that favours low-carbon businesses and disadvantages carbon-intensive businesses.


  • 2 cities/​towns in Wiltshire, UK: Chippenham & Salisbury.
  • Both have similar populations (30K & 45K)
  • Partner See Through News administers local Facebook Notice Board groups with high penetration of membership (35%+ and 25%+ of total populations)
  • Approximately 10% of total FB Group members are local SMEs who post advertisements into the group for free
  • This represents a high proportion of the total number of SMEs in these locations, who are already used to free advertising in a trusted local Group.


  • Summer 2023: planning, coding, recruiting & testing
  • Autumn 2023: first round of auditees
  • Winter 2024: review and further increments of auditees
  • Spring 2024: review and refine Pilot 2