On December 7, leaders from 192 countries will gather at the UN Climate Change Conference in Copenhagen to determine the fate of our planet. Meanwhile, the International Advertising Association and a coalition of the world’s leading marketing and media agencies have joined together to work pro bono for the United Nations to create public pressure for bold action.
They aim to turn Copenhagen into “Hopenhagen”.
The international campaign, led by a new agency in the Ogilvy public relations advertising universe called Ogilvy Earth, launched September 21 with a petition drive, website and video ad.
Hopenhagen will allow citizens to make their voices heard to world leaders and the conference delegates attending the meeting. The ultimate call to action will be to secure signatures for the “Climate Change” petition in support of the UN, which calls for a climate treaty that is “ambitious, fair and effective in reducing emissions.”
The Hopenhagen Web site will serve as the campaign hub to give citizens, governments, non-profits and businesses the tools to rally support around a positive message of hope and to ‘Lead the Leaders’ into reaching an agreement there.
“Sustainability has less to do with charity for the planet, and much more with improving the quality of life for all its inhabitants,” says Seth Farbman, President of OgilvyEarth, the sustainability marketing arm of Ogilvy & Mather Worldwide. “And since the corporation is the dominant institution of the 21st Century, it makes sustainability one of the greatest business opportunities of our time.”
The Coca-Cola Company, SAP and Siemens, among others, have pledged to leverage their global reach and resources to help generate mass awareness for the Hopenhagen movement.
Inspired by the new campaign, the City of Copenhagen has officially adopted the Hopenhagen theme. “Copenhagen will use the powerful Hopenhagen movement to transform the City Hall Square, when the city becomes the world-stage for the COP15 conference and a new climate change treaty.”
International media are donating multi-millions of dollars in TV, print, radio, online and billboard advertising to the Hopenhagen campaign to raise awareness between now and the December conference including, The Economist, The Financial Times, Google, The International Herald Tribune, Reader’s Digest, National Geographic, Newsweek, Scientific American, Time Warner Cable, the Thomson Reuters building in Times Square, and The Wall Street Journal.
“Climate change is one of the epic challenges facing this and future generations,” said UN Secretary-General Ban Ki-moon. “It is time to seal a deal for global action on a global climate treaty and a better future for humankind.”
“Hopenhagen is a way to counteract the belief that climate change is too big to solve,” said Michael Lee, Executive Director of the International Advertising Association, the nonprofit organization spearheading the Hopenhagen movement. “It is a way to prove that when the world unites behind one cause, positive change will occur.”