UN Launches ‘Hopenhagen’ Campaign
June 25, 2009 by Becky Scott
Filed under Marketing
In December, 192 nations will attend the UN Climate Change Conference in Copenhagen. To raise awareness, the UN has partnered with a coalition of advertising agencies to create the “Hopenhagen” campaign. They hope to empower global citizens to engage in the conference and encourage government leaders to make the right environmental decisions.
UN launches Hopenhagen campaign to promote the UN Climate Change Conference
The campaign focuses on the need to shift from just “coping” with global problems to “hoping” and ultimately acting to face challenges head-on. The concept of Hopenhagen came from the idea that the UN Climate Change Conference in Copenhagen is an opportunity to protect people and the planet and to power global green growth in order to adjust the fate of the planet.
The Hopenhagen web site encourages visitors to leave a message about what gives them hope for a better planet. You can leave a note, filling in this sentence: “__________ gives me hope.” And you can then watch others’ messages scroll by on the screen.
The web site is slated to be the campaign hub. Right now, there are just the scrolling messages, a short blurb about the Conference, and links to the creative content of the campaign. But a bigger, splashier launch is planned in September when more content about climate change will be offered to visitors.
Let’s hope that the site offers concrete information and ways for individuals to make changes in their own lives, families, and neighborhoods. Otherwise, it’s just a pretty site with inspiring messages, but no real call to action.
image: hopenhagen.org
