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Hopenhagen: When People Lead, Leaders Follow

hopenhagen1.gifThis week the critical UN Climate Change Conference is being held in Copenhagen, Denmark. Leaders from around the world will work to set a plan to handle the climate change challenge.

Mobile advertising is being used to help spread this message and engage people around the world with this movement.


Ban Ki-moon, Secretary-General of the UN said, “Climate change is one of the epic challenges facing this and future generations… We need a global movement that mobilizes real change.”

Recognizing the tremendous role that communications will play leading up to and during the conference, the UN engaged the global advertising and media industry through the International Advertising Association (IAA) to drive public engagement and action.

Working with Ogilvy & Mather, the result was a comprehensive communications program called Hopenhagen that includes a significant mobile component to generate awareness.

Hopenhagen’s mission is “To connect every person, every city, and every nation to Copenhagen. To give everyone hope, and a platform from which to act.”

The first phase of Hopenhagen involved international media* donating multi-millions of dollars in TV, print, radio, out-of-home and online advertising to the Hopenhagen movement to raise awareness.

The public was invited to become citizens of Hopenhagen by signing an online petition and writing one reason that gave them hope for the world. These messages will all be presented to the congress delegates in Denmark.

Social media, such as twitter, facebook, youtube was also used to help people share the message and educate others.

The second phase of the campaign focused more on mobile.

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  • Mobile agency 2ergo donated its services to build the Hopenhagen mobile website at m.hopenhagen.org. Chris Brassington, Group Managing Director at 2ergo. “As a leading global provider of mobile enabling technology, our products and solutions make it possible to engage and influence targeted audiences worldwide, and that’s exactly what we’re aiming to accomplish with Hopenhagen.”
  • Millenial Media has been engaged to deliver 10,000,000 mobile ad impressions in support of the campaign. Erin (Mack) McKelvey, vice president of marketing, Millennial Media commented, “Cause-based mobile advertising is on the rise, as, like brand advertising, it drives significant campaign awareness and consumer engagement.”

Ritt Bjerregaard, Lord Mayor of Copenhagen, said “The City of Copenhagen has officially adopted the Hopenhagen campaign. We were inspired by the Hopenhagen movement’s message of hope and the opportunities the movement offers citizens of the world to voice their desires for a fair, balanced and effective international climate treaty.”

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* International media include: Business India, Citadel Media, The Economist, EuroNews, The Financial Times, GOOD Magazine, Google, Harvard Business Review, ICP, The International Herald Tribune, The Internationalist Magazine, JCDecaux sites at JFK and LAX airports, Reader’s Digest, National Geographic Magazine, Newsweek, Scientific American, Text Appeal, Time Warner Cable, the Thomson Reuters building in Times Square, and The Wall Street Journal.


08.12.2009    Tags: ,
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