UNRIC MAGAZINE July Edition 2009

On 23 June the United Nations, together with the International Advertising Association

and a coalition of the world's leading advertising, marketing and media agencies, launched Hopenhagen - a movement that empowers global citizens to engage in the UN Climate Change Conference (COP15) in Copenhagen. "Climate change is one of the epic challenges facing this and future generations. World leaders will come together for the Copenhagen Climate Change Conference in December and every citizen of the world has a stake in the outcome. It is time to seal a deal. We need a global movement that mobilizes real change," said UN Secretary-General Ban Ki-moon.

Hopenhagen is about more than hope.

"It is about global action for a global climate treaty and a better future for humankind," Ban added.

The Hopenhagen movement is intended to be an open source campaign that all nonprofits, governments and citizens of the world can make their own.

"Denmark and Copenhagen are proud to be hosting this historic climate change meeting, and we are happy to welcome the Hopenhagen campaign as part of our wide ranging communications efforts for the conference," said Under-Secretary for Public-Diplomacy in the Danish Foreign Ministry, Ambassador Klavs A. Holm.

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 September 2009 and continue through the U.N. Climate Change Conference in December and beyond. The coming months will be spent engaging key influencers, advocates and partners that will be instrumental in creating viral awareness of the campaign. The IAA is calling on all businesses, governments, nonprofits and citizens to join together to grow and develop the Hopenhagen movement.

An "aggressive" consumer launch of the "Hopenhagen" initiative has been planned for September. The first ads will be displayed this week at the Cannes Lions festival in France and at London Heathrow airport, Los Angeles airport and John F Kennedy International airport.

The Hopenhagen campaign has been created by a number of ad agencies, including Ogilvy & Mather, Euro RSCG, McCann Worldgroup, Draftfcb, Saatchi & Saatchi, Interbrand, Tribal DDB and Digitas. The creative council was chaired by former Saatchi & Saatchi worldwide creative director, Bob Isherwood. (Source: COP15)