Global Grassroots Movement Turns Copenhagen Into Hopenhagen

 

 

 

 

December 10, 2009 (Copenhagen) - Hopenhagen -- an international movement that empowers global citizens to drive action on climate change at the United Nations Climate Change Conference (COP15) -- launched its physical presence in Copenhagen this week. As delegates arrived for the 12-day conference, a 20 meter illuminated “Hopenhagen” globe was lit in City Hall Square, renamed Hopenhagen Square by the municipality of Copenhagen. The campaign, the idea of the International Advertising Association working with the global advertising industry in support of the United Nations, has been building since its June introduction and is currently running in 50-plus countries, and the value of donated media is estimated in excess of $20 million.

 

In his opening address to begin COP15, H.E. Lars Løkke Rasmussen, prime minister of Denmark, said, “The world is depositing hope with you for a short while in the history of mankind. For the next two weeks, Copenhagen will be Hopenhagen.”

 

Ritt Bjerregaard, lord mayor of Copenhagen, implored delegates and world citizens, “Please help us to turn Copenhagen into Hopenhagen. Please seal the deal!”

 

The Hopenhagen site, www.hopenhagen.org is home to more than 1.8 million citizens, each of whom have voiced their support for a successful climate conference in Copenhagen. As each new citizen joins on www.hopenhagen.org, an electronic thumbtack pops up on the Hopenhagen globe in downtown Copenhagen showing his or her hometown. The number of citizens has been growing and is expected to reach 2 million before the end of COP15.

 

The campaign is an open campaign and welcomes participation from like-minded individuals and organizations. The city of Copenhagen has embraced the campaign and renamed the City Hall Square in Copenhagen Hopenhagen Square. Hopenhagen posters can be seen all over town incorporating the movement into the townscape.

 

“Hopenhagen is more than the images; it is a movement being embraced by citizens around the world who are serious about making a difference on climate change,” said actor and climate change proponent Bradley Whitford. “Without hope, there is no chance we’ll get the agreement we need to make a significant impact against global warming.”

 

Central to the campaign is hope from ordinary and not so ordinary people shown in video clips and transmitted all over town -- in the metro, at the airport and on the large globe over the next 14 days -- and, of course, at the Bella Center as a part of the Hopenhagen booth.

 

“Our objective was to generate much broader awareness of the importance of an agreement and to encourage the leaders and negotiators to work towards solutions as the world looks on,” said IAA Executive Director Michael Lee. “The IAA’s worldwide network together with the global ad industry is very proud to have been able to develop this unprecedented private sector effort in support of the United Nations.”

 

Hopenhagen activities in Copenhagen include:

Hopenhagen online elements of the campaign include:

Additional information and campaign creative materials are available at www.hopenhagen.org, which will expand and evolve over the course of the campaign.

 

A diverse and complementary team of communication agencies have volunteered time, resources and dedicated team members to develop and execute the Hopenhagencampaign, which supports the UN’s “Climate Change” petition.

 

The creative concept for the campaign was developed by global advertising agency Ogilvy & Mather and is being activated around the world by the agency and its multiple partners, such as Take Part and Zazengo. Omnicom Group, represented by Ketchum, has also lent its global network to serve as the lead public relations agency for the campaign. MDC Partners, represented by Colle+McVoy, provided digital support. Other communications companies involved in the campaign include Dentsu; Havas, represented by Euro RSCG and MPG; Interpublic Group, represented by McCann Worldgroup, R/GA and Draftfcb; Interbrand; Tribal DDB; and Publicis Groupe, represented by Saatchi & Saatchi S. The campaign is also supported by corporate sponsors Coca-Cola, Siemens and SAP.

 

For additional information and photography, go to www.hopenhagen.org.

 

Hopenhagen LIVE is part of the global Hopenhagen campaign and host events and concerts every day at the City Hall Square.

 

The International Advertising Association (IAA), headquartered in New York, was founded in 1938 to champion responsible marketing. The IAA, with its 56 chapters in 76 countries, is a one-of-a-kind global partnership whose members comprise advertisers, media, advertising and public relations agencies, media companies, and academics. The IAA is a platform for industry issues and is dedicated to protecting and advancing freedom of commercial speech.