• by Erik Sass , June 23, 2009

As the world gears up for a global summit on climate change set to take place in Copenhagen, Denmark in December, the United Nations will be raising awareness about the issue and encouraging ordinary people to participate with a worldwide ad campaign, set to launch in September.

Strategic and creative duties were handled by WPP's Ogilvy & Mather, digital by MDC Partners' Colle+McVoy and global PR and messaging by Omnicom Group's Ketchum.

The campaign, planned and executed by the International Advertising Association, draws attention to the conference with the tagline "Hopenhagen." The unusual and hopefully eye-catching word was chosen to draw viewers into the creative work's deeper meaning.

The basic message of the "Hopenhagen" campaign is that human beings can just "cope" with climate change -- the passive attitude the campaign is intended to combat -- or opt for "hope" and take proactive measures to fight it.

This choice is conveyed visually by contrasting images of current problems and challenges, like polluting power plants, and hoped-for future solutions, often with a slick sci-fi feel. IAA executive director Michael Lee called the agency collaboration "unprecedented" and a testament to "the significance the industry places on the need for action to address climate change."

The digital portion of the campaign centers on a site of the same name created by Colle+McVoy, where visitors can learn about climate change. Hopenhagen.org will serve as the campaign hub. The site also employs open-source technology allowing visitors to contribute their thoughts and feelings about climate change.

These contributions will then be integrated into new online and offline contents. Visitors can also send messages to conference delegates expressing support for the proposed treaty.

The "Hopenhagen" campaign is coordinated with another U.N. ad blitz targeting world leaders, encouraging them to ratify a new proposed global climate treaty at Copenhagen, intended to replace the existing Kyoto Protocol, set to lapse in 2012. The "Seal the Deal!" campaign, running concurrently with "Hopenhagen," also urges constituents to put pressure on their governing officials to participate in the U.N.-organized effort.