The Carbon Trust [www.carbontrust.co.uk] helps UK business and the public sector cut carbon emissions, and aids development of low carbon technologies. It needs to demonstrate its effectiveness so as to increase Government support.  Although the Trust has much information on awareness and attitudes amongst its audience, it needs a clear and indisputable way to show how these cause changed investment rates in carbon reduction by their target organisations. This poster will demonstrate a strategic architecture and early model that link data on awareness and commitment amongst target executives, through investments in both improving carbon efficiency of existing business assets and replacement of assets with low-carbon alternatives, to the overall reduction in total carbon emissions. This requires not only the modeling of changes in audience awareness, attitudes and behaviour, but also the impact on these factors that arise from the Trust's spending on marketing, advisory services and technologies. The resulting model enables the Trust to assess and make its case for levels of spending on its activities and how that spending should be deployed.