Advertising world joins to create ‘Hopenhagen’
OnDecember 7, 2009, leaders from 192 countries will gather at the UNClimate Change Conference in Copenhagen, Denmark, to determine the fateof our planet.
Spearheaded by the International AdvertisingAssociation, the advertising and media industry around the world hascollaborated in an international campaign to raise awareness of theissue and the meeting.
“The goal we have set for Hopenhagen is to have citizens become activeparticipants in the climate change debate and make their voices heardto world leaders and the conference delegates attending the meeting,”said IAA Executive Director, Michael Lee. “The ultimate calls to actioninclude securing signatures for the petition (on the Hopenhagen web site)and engagement with politicians and policy makers. In short, toencourage political leaders to Seal the Deal at COP15 on a climateagreement that is definitive, equitable and effective.”
“We assembled a team from all the various agencies and we’ve reallyhandled this unprecedented challenge as well as worked closely togetherin what’s usually a more competitive environment. Everybody has made ameaningful contribution to this effort and most importantly, wehave honored and delivered on our commitment to create a globalcommunications program to support the United Nations, and December’sClimate Change Conference.”
The creative concept selected for the campaign was developed by Ogilvyand is being activated around the world by the agency and multiplepartners, such as Take Part and Zazengo, as well as the global IAAnetwork. Omnicom Group represented by Ketchum, has also lent its globalnetwork to serve as the lead public relations agency for the campaign.MDC Partners, represented by Colle+McVoy, provided extensive digitalsupport.
Our other team members involved in the campaign have included Dentsu;Havas (represented by Euro RSCG and MPG); Interpublic Group(represented by McCann Worldgroup, R/GA and DraftFCB); Omnicom(represented by Interbrand and Tribal DDB); and Publicis Groupe(represented by Saatchi & Saatchi S and Digitas).
Media support includes:
• TV – CNN International, EuroNews, ESPN, NDTV
• Print – The Economist, Financial Times, Wall Street Journal,International Herald Tribune, Google, Harvard Business Review,Scientific American, National Geographic, Newsweek, Business India,Reader’s Digest Canada, Maclean’s.
• OOH – JC Decaux at JFK, LAX and other locations. Thomson Reuters Building (Times Square)
• Hopenhagen is also on Facebook and Twitter:
9 Comments
What an awesome initiative from the Ad industry. I’m in media but both industries are responsible for creating meaningful conversations and at times like these, influencing positive outcomes. As advocates of consumerism we should all contribute to this campaign. There’s a great ROI for all of us.
9:33 I hope you are being sarcastic.
As you say, we (advertising, media) are advocates of consumerism. To come out and claim to take some sort of lead on climate change is the height of hypocrisy. It’s like the government offering help for gambling addiction on the one hand and collecting millions of tax dollars from casino operators in the other.
Hey you cynics. The advertising industry achieved the end of the last ice age and they will stop the end of global warming this time. You just wait and see.
And you can help by stopping your pet cow farting.
Go on, make a difference.
9:53 So cynical – and so literal… Where’s your imagination? Can’t you imagine a world of renewable consumerism? Ethical consumerism? If we’re the salesmen, what’s to say we can’t drive people to responsible consumption? We could create demand for stuff that contributes rather than hurts? People will always eat, sleep, live, wear, do, have – just that they have to make a choice to either damage their world or contribute to it. (Note – I don’t mean the greenwashing technique that triggers bullshit meters from a mile off). We could actually sell innovations, recycled products, organic produce, locally produced goods, those businesses and products made using renewable energy. Consumers still get stuff. Bonus is, they get to feel good about buying that stuff (oh, and they get to survive).
If we don’t take the lead on climate change and justify our inaction by saying we don’t want to appear hypocritical, we’re fucked anyway. May as well start your ‘Going out of business’ concepts now.
We sell the cars, the fridges, the petrol companies as ‘good guys,’ the politicians who do fuck all, the fast food that covers the streets, the fags, the beer, the casinos and even the appliances nobody ever switches off.
We’re Satan’s little helpers and the occasional print ad won’t make a fucking difference.
4.02. If you feel so strongly about not being in this industry then get out.
Rich,
Pull your head out of your arse.
This is probably the first environmental print ads that wasn’t done for award shows I’ve seen on here. I’d hate to think of the irony that the print ad was probably printed on paper grown in the Amazon rainforest.
What I think will make the ultimate difference?
If everyone realises it’s their responsibility to stop driving everywhere, it’s their responsibility to directly recycle (ie actually reuse the glass jar instead of throwing it in the recycling bin), and it’s their responsibility to buy ingredients that are grown locally instead of imported… that’s a start towards reducing carbon emissions instead of buying trees for neutralisation.
Then you could vote accordingly (How many carbon neutral people voted greens last year? Not all of them, obviously), spend an hour a day outside with your family (your family won’t be as fat and grumpy and you’ll save an hours electricity)… there’s tonnes of things you could do. Walk the kids to school instead of being a fat, gas guzzling fuckstick, danger to small kids and society in a great hulking 4WD Try not driving to work a couple of days a week and heaven forbid, getting some exercise?
Why does everyone need a fucking SUV these days, we never had this many 15 years ago. Families were still the same size, things were still the same? Have our penises collectively shrunk? Are we so shit at driving we need a tank around us?
The guys arguing about whether this industry will make a difference or not, and the thug at 10:31 AM who owns the industry – it’s all irrelevant, the only people who can make a difference is you, you and you (ie us). If we can stop telling people what to do and start making little, direct differences we’ll all be in a better position. Sell your car. Do you really need it? Are you too fat to walk to the shops? Stop the obesity crisis and become carbon neutral – it’s the way nature intended us to be!
All the advertising industry can do is highlight this, and this is a good start.
Sadly, I don’t think it’s in the marketing community’s best interests for us to consume less and conserve more, and the cynics may be right. And… what the hell can you do about China’s rapidly growing waste consumerable culture?
Why do people hate Obama?
Fuck all this, we just need to start another world war.
When I look at my grandparents, they were all polite, reused absolutely everything twenty times over including pork fat, kept every jar / container / button / pin / piece of electronic equipment no matter if it worked or not, saved buckets of money for my parents to blow, swore at the TV and conserved water by shitting their pants.
Plus it’s about time Germany did something stupid again, it’s been a while since Klezmer music.