I’ve seen a lot cause marketing campaigns, so perhaps my expectations are high for this one, particularly.
The presentation by Ogilvy Earth (yes they did set up a group with this name for sustainability-related clients) is eye opening,.
It hinges on the word ‘Hopenhagen‘ which initially struck me as yet another clever pun. But it’s been well thought out, to focus on this city less as a destination for activists and tree huggers, and more as a symbol, a buzz word, a starting point for conversations, individual and collective actions…
Two things going for it:
- An impressive media-backing. Speaking of media, those donating TV, print, radio, online and ‘out-of-home’ media include The Economist, EuroNews, The Financial Times, GOOD Magazine, Google, Harvard Business Review, International Herald Tribune, Reader’s Digest, National Geographic, Newsweek, Scientific American, Business India, Time Warner Cable, and a host of others. JFK and Los Angeles International airports, the Thomson Reuters building in Times Square, and even The Wall Street Journal, typically not supportive of such global warming attention, is also in this group.
- The campaign is bristling with social media elements –with the usual suspects – Twitter, Facebook, a YouTube channel. There’s an interesting ‘passport’ to be obtained. I like how someone has setup a simple way to use the campaign as a Twitter background, at Twibbon.com. The flash mob, that was also part of the campaign, and turned intio a video, ‘sunbathing’ is very funny, though it’s not gone quite viral. Watch this:
But while all this is impressive and works well in the digital world, I was hoping to see more real world events, local visibility, community calls to action. Passports and online petitions can go so far.
The city of Copenhagen itself has adopted the campaign. Why stop with that?
- Why shouldn’t citizens of other cities adopt the idea as well? Or claim ‘sister city’ status with Hopenhagen?
- Where are the meet ups, the walks, the school programs, the spontaneous –copycat flash-mobs events, even– the engagement of utility companies, art venues, universities, churches and temples etc?
We get so focused on digital media, with its global reach, we often forget to communicate, through local channels, and our human networks. If people can change their Twitter background, they will be ready to change some aspects of their analog life as well, if only for a few weeks.
It’s not too late. If only Ogilvy Earth could get slightly more down to earth …