Hopenhagen: Marketing for a Real Cause

Recently, I saw Freya Williams, co-founder of OglivyEarth speak at the Opportunity Green conference in Los Angeles on their recent campaign.  Based on Cop15, the climate change summit being held with world leaders in Copenhagen on December 7, Hopenhagen was created to drive awareness towards the very important summit.  More importantly, Williams said it was formed to create a community of hope around climate change and the direction we as global citizens want to take.  Ogilvy Earth is an international sustainable marketing firm with big clients like DuPont and the Environmental Defense Fund – and using their large scale influence in the space, launched an international campaign to drive one thing: hope.

As Williams pointed out, “We don’t need to create a movement– the people already have their passion. We set out to create an umbrella under which people can gather.”

Cop15 is one of the most controversial global meetings in recent years, with some arguing it is one of the last changes to develop a concrete and realistic plan to mitigate climate change and reverse the devastating effects of global warming.  Others believe that there is no real chance for actual action but are still using the event as a symbol for the level of engagement needed from the global community.

From the Hopenhagen website:

Success at COP15 is far from a given. 192 countries are represented, and that means 192 points of view. Much discussion will be around the exact emissions targets and who will pay to see they’re met. Given that developed regions like North America and Western Europe are responsible for most emissions, developing countries argue that those nations should invest disproportionately in the solutions. There is also the question of how to assist smaller nations that are already suffering the effects of climate change.

If you haven’t watched any of the footage or seen this campaign, it is worth checking out and signing up.  Kudos to Williams and her team for a brilliantly executed message.

Posted by: Ashley / follow me on Twitter

 

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