UN and international coalition of advertising agencies launch global campaign at Cannes Lions festival
Mark Sweney
guardian.co.uk, Tuesday 23 June 2009 17.57 BST
The 'Hopenhagen' ad intends to make people hopeful about climate change. Photograph: Ogilvy
The United Nations and an international coalition of advertising agencies today launched a global marketing campaign for the climate change treaty to be ratified in Copenhagen later this year.
Launched under the umbrella strapline "Hopenhagen", the campaign aims to raise awareness of the importance of the UN meeting in Denmark in December. The meeting aims to secure a new global climate change treaty to replace the Kyoto protocol.
UN representatives unveiled the campaign, in conjunction with the International Advertising Association, at the Cannes Lions International Advertising Festival today.
The aim of the campaign is to try and get the public to move from "coping" with climate change to one of "hope" that action can be taken to tackle the issue.
"Hopenhagan" aims to be an "open source" campaign using a central website, hopenhagen.org, to drive the debate and awareness and allow users to send messages to the 192 UN delegates attending the meeting.
An "aggressive" consumer launch of the "Hopenhagen" initiative has been planned for September.
The first ads will be displayed this week at the Cannes Lions festival in France and at London Heathrow airport, Los Angeles airport and John F Kennedy International airport.
"Climate change is one of the epic challenges facing this and future generations. It is time to seal a deal. We need a global movement that mobilizes real change," said UN secretary-general Ban Ki-moon.
"[Hopenhagen] is about global action for a global climate treaty and a better future for humankind," he added.
Strategy and creative ads for the campaign have been developed by WPP-owned ad agency Ogilvy & Mather. Digital ads have been developed by Colle+McVoy. Global PR will be handled by Omnicom's Ketchum.
The initiative has been supported by a host of the world's advertising agency groups including Dentsu, Omnicom, IPG and Publicis Groupe.
guardian.co.uk, Tuesday 23 June 2009 17.57 BST
The 'Hopenhagen' ad intends to make people hopeful about climate change. Photograph: Ogilvy
The United Nations and an international coalition of advertising agencies today launched a global marketing campaign for the climate change treaty to be ratified in Copenhagen later this year.
Launched under the umbrella strapline "Hopenhagen", the campaign aims to raise awareness of the importance of the UN meeting in Denmark in December. The meeting aims to secure a new global climate change treaty to replace the Kyoto protocol.
UN representatives unveiled the campaign, in conjunction with the International Advertising Association, at the Cannes Lions International Advertising Festival today.
The aim of the campaign is to try and get the public to move from "coping" with climate change to one of "hope" that action can be taken to tackle the issue.
"Hopenhagan" aims to be an "open source" campaign using a central website, hopenhagen.org, to drive the debate and awareness and allow users to send messages to the 192 UN delegates attending the meeting.
An "aggressive" consumer launch of the "Hopenhagen" initiative has been planned for September.
The first ads will be displayed this week at the Cannes Lions festival in France and at London Heathrow airport, Los Angeles airport and John F Kennedy International airport.
"Climate change is one of the epic challenges facing this and future generations. It is time to seal a deal. We need a global movement that mobilizes real change," said UN secretary-general Ban Ki-moon.
"[Hopenhagen] is about global action for a global climate treaty and a better future for humankind," he added.
Strategy and creative ads for the campaign have been developed by WPP-owned ad agency Ogilvy & Mather. Digital ads have been developed by Colle+McVoy. Global PR will be handled by Omnicom's Ketchum.
The initiative has been supported by a host of the world's advertising agency groups including Dentsu, Omnicom, IPG and Publicis Groupe.
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