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UN, IAA and marketing industry leaders launch global campaign, ‘Hopenhagen’

UN, IAA and marketing industry leaders launch global campaign, ‘Hopenhagen’

Author | exchange4media Mumbai Bureau | Thursday, Jun 25,2009 8:08 AM

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UN, IAA and marketing industry leaders launch global campaign, ‘Hopenhagen’

The United Nations, together with the International Advertising Association and a coalition of the world’s leading advertising, marketing and media agencies on Tuesday, June 24, launched Hopenhagen – a movement that empowers global citizens to engage in the United Nations Climate Change Conference (COP15) – at the Cannes Lions International Advertising Festival. The UN climate change conference is to be held in Copenhagen in December this year.a

Hopenhagen is a global marketing and communications initiative that will inspire and generate mass activation around the world.

Announcing the campaign, Ban Ki-moon, UN Secretary-General said, “Climate change is one of the epic challenges facing present and future generations. World leaders will come together for the Copenhagen climate change conference in December and every citizen of the world has a stake in the outcome. It is time to seal a deal. We need a global movement that mobilizes real change.”

Delegates from 192 nations will meet in December in Copenhagen to ratify a new international global climate treaty, which will take effect when the first commitment period of the Kyoto Protocol expires in 2012. Recognizing the tremendous role that communications will play, leading up to and during the Conference, the United Nations engaged the global advertising and media industry through the International Advertising Association (IAA).

The objective is to develop a comprehensive communications program to drive public awareness and generate action. Hopenhagen will complement the UN’s ‘Seal the Deal’ campaign, which calls on world leaders to ‘unite to find a solution to climate change that is fair, balanced, effective and science-based.’

On the launch, Michael Lee, Executive Director, IAA said, “Climate change is a universal challenge, and we believe the world’s citizens are ready to act – they are just seeking the right platform. The strategy and stunning creative concept for the Hopenhagen idea came from WPP’s Ogilvy & Mather team, digital framework and direction were developed by MDC Partner’s Colle+McVoy, and the global PR and messaging plans spearheaded by Omnicom’s Ketchum. The collaboration that has taken place among the world’s leading agencies to develop this campaign for the United Nations is unprecedented and a testament to the significance the industry places on the need for action to address climate change.”

The creative concept of Hopenhagen stemmed from the idea that the UN Climate Change Conference in Copenhagen is an opportunity to protect people, planet and to power global green growth in order to adjust the fate of the planet. The campaign creative will emphasise the need to shift from ‘coping’ or ignoring the global challenges to ‘hoping’ and ultimately acting to create a new reality.

Speaking on strategy of the global initiative, Tham Khai Meng, Creative Director, Ogilvy & Mather Worldwide explained, “We believe in the power of movements to inspire and bring about real change. Hopenhagen was created to be a campaign of the people. It provides a platform for individuals around the world to participate and have a say in the future of the world.”

The diverse and complementary team of communication agencies that have volunteered to develop and execute the Hopenhagen campaign include Dentsu; Havas, represented by Euro RSCG and MPG; Interpublic Group, represented by McCann Worldgroup, R/GA and Draftfcb; MDC Partners, represented by Colle+McVoy; Omnicom, represented by Ketchum, Interbrand and Tribal DDB; Publicis Groupe, represented by Digitas and Saatchi & Saatchi S; WPP, represented by Ogilvy & Mather.

Hopenhagen will be modeled as an open source campaign that is powered by the people and created in the voice of global citizens. The creative inputs from the diverse viewpoints of visitors engaging with the site from around the world will be used to generate online and offline content.

The website ‘www.hopenhagen.org’, will serve as the campaign hub, where visitors may learn about climate change issues, express their vision for the future of the planet and send a message to the delegates attending the UN Climate Change Conference to work together to finalize a strong, global climate change treaty.

An aggressive consumer launch of Hopenhagen will take place in September 2009 and continue through the UN Climate Change Conference in December and beyond. The coming months will be spent engaging key influencers, advocates and partners that will be instrumental in creating viral awareness of the campaign. The IAA is calling on all businesses, governments, nonprofits and citizens to join together to grow and develop the Hopenhagen movement.

The Hopenhagen movement is intended to be an open source campaign that all non- profits, governments and citizens of the world can make their own. The campaign has already had early successes with this model, securing an endorsement from the Danish Foreign Ministry

The first creative elements of the campaign have been seen during the ongoing Cannes Lions International Advertising Festival, at the John F. Kennedy International, Los Angeles International and London Heathrow airports among select international media before.

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