One of my favorite Creative Review blog posts this year - starts off with "can advertising save the world?" I transcribe below.The Hopenhagen campaign has been around the internet, friends sharing and websites posting. I came across it on Facebook. But where did it all come from?
Hopenhagen was launched by UN secretary general Ban Ki-moon at the Cannes advertising festival in June 09 after the UN had approached the IAA last year to create a marketing communications campaign in advance of the UN Climate Change Conference in Copenhagen. Ogilvy New York took on the task to "create a people's movement through social media to drive change".
It was a culmmination of photographers, designers, filmmakers, web designers and agencies have donating images and work to the Hopenhagen campaign. Sponsors such as BMW and Coca-Cola also on-board. "Hundreds of volunteers are giving their time to this," Meng says. "We are all doing this outside of our day job because we feel that this is the right thing to do. More than US$200m worth of media have been poured into this campaign. It has become massive and global."
The main vehicle for this has been the Hopenhagen website where over 1.8 million people have signed the UN Climate Petition.
i like this fact: Ogilvy has pledged to offset travel-related carbon emissions through Food and Trees for Africa.