United Nations and Marketing Industry Leaders Launch ‘Hopenhagen’
Global Campaign to Harness Action Around the U.N. Climate Change Conference
“Climate change is one of the epic challenges facing this and future generations. World leaders will come together for the
Delegates from 192 nations will meet in December in
“Climate change is a universal challenge, and we believe the world’s citizens are ready to act — they are just seeking the right platform,” said IAA Executive Director
The creative concept of Hopenhagen stemmed from the idea that the U.N. Climate Change Conference in
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 imagery will emphasize the human and economic aspects of climate change, by contrasting the challenges we face against the tremendous solutions that await if the world commits to aggressive plans to tackle climate change. The tone of the movement is optimistic, honest, authentic and hopeful.
The diverse and complementary team of communication agencies that have volunteered time, resources and dedicated team members 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 Group, represented by Ketchum, Interbrand and Tribal DDB; Publicis Groupe, represented by Digitas and Saatchi & Saatchi S; and WPP, represented by Ogilvy & Mather. The chairman of the creative council was
A Web site, 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 U.N. Climate Change Conference to work together to finalize a strong, global climate change treaty.
An aggressive consumer launch of Hopenhagen will take place in
The Hopenhagen movement is intended to be an open source campaign that all nonprofits, 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 will be seen during the week of
Additional information and campaign creative materials are available at Hopenhagen.org, which will expand and evolve over the course of the campaign. Please contact