Global agencies join in for hope

India - The United Nations (UN), along with the International Advertising Association (IAA) and host of global advertising and media agencies, has launched a global campaign which empowers citizens to engage in the Climate Change Conference in Copenhagen and offer their solutions for climate control.

The team of agencies that are working on the 'Hopehagen' campaign include Euro RSCG, MPG, McCann Worldgroup, R/GA, Draft FCB, Colle+McVoy, Ketchum, Interbrand, Tribal DDB, Digitas, Saatchi & Saatchi and Ogilvy & Mather.

Hopenhagen is powered by the people and created in the voice of global citizens. The creative inputs from the diverse viewpoints of visitors from around the world engaging with the website (www.hopenhagen.org) will be used to generate online and offline content.

The idea originated from the fact that the UN Climate Change Conference in Copenhagen is an opportunity to protect people and work towards changing the fate of the planet. The campaign will talk about the need to shift from 'coping' or ignoring our global challenges to 'hoping', and ultimately acting, to create a new reality.

The strategy and creative concept for the Hopenhagen idea came from the Ogilvy & Mather team; the digital framework and direction were developed by Colle+McVoy; while the global PR and messaging plans were spearheaded by Ketchum.

"We believe in the power of movements to inspire and bring about real change," Tham Khai Meng, worldwide creative director of Ogilvy & Mather, said.

"Hopenhagen was created to be a campaign of the people. It provides a platform for individuals around the world to participate and have a say in the future of the world," he said.

The first set of creatives can be seen at the ongoing Cannes Lions International Advertising Festival, and at the John F. Kennedy International, Los Angeles International and London's Heathrow airport.

Founded in 1938, IAA is headquartered in New York and has 56 chapters in 76 countries and is a global partnership whose members comprise advertisers, media, advertising and public relations agencies, media companies and academic institutes.

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