Former U.S. Vice President Al Gore and The Climate Reality Project have appointed a team of WPP agencies to create a global campaign designed to put pressure on world leaders to commit to meaningful carbon emission reductions.
The campaign, which has been dubbed “Why? Why Not?” is a multidisciplinary effort that seven WPP shops (and one affiliate company) are contributing to, including GPY&R Sydney; JWT; Maxus; The Futures Company; PPR Australia; The Glover Park Group; Blue State Digital, and affiliate company VICE. Elements include strategic planning, advertising, media planning and buying, digital, PR, public affairs and youth marketing.
GPY&R Sydney is handling the creative, the main focus of which is a socially driven digital campaign that urges people to ask their leaders two important questions to make a positive difference for the future of the planet: ‘Why?’ and ‘Why Not?’
“In any language across the world, children ask why and why not from a very young age, over and over again,” said Andrew Dowling, Managing Director at GPY&R Sydney. “We want people of all ages to continue to ask these questions of their elected representatives to help highlight the problem in the current approach to climate changes, and advocate the future solutions we should be sanctioning now.”
The creative will appear digitally in the U.S., Australia, Brazil, India, Philippines, and South Africa, with some executions tailored to individual nations.
The campaign invites young adults to submit videos outlining their ‘Why’ and ‘Why not?’ questions to global leaders. The creators of the six best submissions will be flown to New York to attend the Climate Summit on September 23, and to be part of a multimedia presentation to world leaders calling for action and ambition on climate change.
The campaign will continue throughout 2015 leading up to the United Nations Framework Convention on Climate Change’s 21st Conference of the Parties in Paris in December 2015, with the aim of creating overwhelming public support for a global agreement on greenhouse gas reductions and climate action.
More on the campaign, including a video featuring Gore talking about the initiative, can be seen here.