The 15th United Nations Climate Change Conference (COP15) is taking place at Bella Center in Copenhagen right now.
To raise global awareness for the climate change issue, the UN is working with the International Advertising Association to rebrand the famous Danish city during the Conference. From December 7 -18, Copenhagen is Hopenhagen.
Ogilvy, OgilvyEarth, OgilvyPR, Ketchum, Colle+McVoy, T-sign, Mannov, Zazengo, TakePart, GroupM and Havas all contributed to the campaign.
According to Clickz, Seth Farbman, worldwide managing director of Ogilvy & Mather and president of the agency’s OgilvyEarth practice, said the campaign’s goal is to make the voice of ordinary people heard at COP15. “Loosely, it’s to show the delegates in Copenhagen that the world’s citizens care, are watching and expect a positive outcome.”
Zachary Rodgers of Clickz correctly questions the impact of such a campaign.
How much can a consumer campaign hope to achieve on such a complicated political issue? After all, the most important constituents in the negotiations are the delegates themselves.
Ogilvy and its partners realized this, but applying direct pressure to delegates was not in the campaign brief. “We have to remember we are doing this on behalf of the [U.N.] Secretary General,” Farbman said.
For a climate campaign with more bite, Clickz recommends TckTckTck.