Creative Gallery on Sustainability Communications

 

 
"Moms against Climate Change" For Environmental Defence and ForestEthics
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Description / Synopsis

Moms Against Climate Change is a campaign that was created to generate awareness around the issue of climate change among Canadians, with the goal of inspiring Canadians to take action and capture the attention of our political leaders leading up to the UN Climate Summit in Copenhagen in December 2009.

Context

The Canadian government has not shown leadership on climate change, despite the desire of Canadians. So, to inspire and empower Canadians to put pressure on our government about global warming ahead of the conference in Copenhagen, we chose to target Canadians in suburban cities who care about the future. Parents feel that they are already doing what they can to “give back”, such as recycling, using reusable shopping bags and washing laundry in cold water. We chose to ask parents to do what their kids would want them to do.

Philosophy/Solution

Created a compelling TV ad, “Demonstration” that encouraged viewers to visit our website, TakeActionOnClimateChange.com Online, we invited Canadians to take part by uploading a photo of a child they care about. With the thousands of photo uploads, a wall was created and projected in Ottawa, Toronto and Vancouver with a message to Canada’s Prime Minister: “Stephen Harper: Remember who you’re representing in Copenhagen”. The objective was for the faces of our children to remind politicians to do the right thing when they voted on the issue at the UN Climate Summit which took place in Copenhagen, December 7-18th, 2009.

Results

• 61,250 YouTube views • Over 2,000 pictures of kids were uploaded • The campaign generated over a dozen media mentions and several dozen blog mentions

Title"Moms against Climate Change"
Original Title"Demonstration"
URLTakeActionOnClimateChange.com
AgencyCP+B Canada
CityToronto
AdvertiserEnvironmental Defence and ForestEthics
Brand NameEnvironmental Defence and Forest Ethics
Product NameClimate Change
Sustainability Themes Climate Change & Atmosphere, Education & Awareness
Date of First Publication 28/10/2009
Country of ProductionCanada
LanguageEnglish
TypeTelevision & Cinema
TaglineIf our children knew the facts we do, they’d take action. Shouldn’t you? Take Action On Climate Change.com
Original TaglineIf our children knew the facts we do, they’d take action. Shouldn’t you? Take Action On Climate Change.com
Length60 seconds
Soundtrack/SongStars, “Celebration Guns”
Awards -Applied Arts, 2010 (Published)
-Digital Marketting Award (Silver)
-ADCC Award, 2010 (Silver)
-Marketting Award, 2010 (Craft Award)
-Marketting Award, 2010 (Bronze)
   
Account Supervisor: Naomi  Olsen
Agency Producer: Karen Blazer
Creative Director: Martin Beauvais
Creative Team: Bnony  Wilson ,  Lorraine Tao
Director: Shelley Lewis
Editor: Antti Kumala
Photographer: Eden  Robbins ,  Eden Rothwell
Producer: Tara Handley
Sound Design Company: Rmw music 
Sound Designer: Tyson Kuteyi
Special Effects / VFX: Patrick Coffee
Strategic Planner: Mark Aronson