With COP 15 coming up in December, I have been following very closely all the awareness campaigns led by several groups, multilaterals and NGOs all around the world (i.e. Hopenhagen, etc.)
All campaigns are being pretty innovative and make great use of digital communications tools through social networking sites, video sharing.
The best one I have seen so far is the six-month “Tck Tck Tck” awareness campaign, launched in June 09 at the Advertising Festival in Cannes by former Secretary-General of the United Nations and Nobel Peace Prize winner Kofi Annan, along with his Global Humanitarian Forum. “Tck tck tck” – digital shorthand for the countdown to Copenhagen and the urgent need to address global warming – is an open-source campaign, which invites consumers and ad agencies worldwide to come up with creative ways to call for world leaders to sign up to a tough international deal on climate change by cutting greenhouse gas emissions.
As part of this 360 campaign, a “musical petition” involving some 60 world celebrities in the name of climate change has been launched on Oct. 1st. Created by Euro RSCG’s music label, The:Hours, the petition can be signed by downloading the new version of 1980s Midnight Oil hit Beds Are Burning, from the internet (link here) and free of charge; the song is going to be the soundtrack to this movement.
Beds Are Burning (Tck Tck Tck: Time For Climate Justice) on Vimeo.
Lyrics include: “How can we dance when our world is turning? How can we sleep when the beds are burning?”. The choice of the song is very symbolic as it highlights the greatest humanitarian challenge facing mankind today, and the need for us, “Earth natives”, to take our responsibilities, as much as the original political song urged the “Western World” to take their responsibilities and give the land back to Native Australians.
To be followed…
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