Social and Influencer > Integrated Multi-Platform Campaign

WHY? WHY NOT?

GPY&R, Sydney / CLIMATE REALITY PROJECT / 2015

CampaignCampaignLayout(opens in a new tab)
Supporting Content
Presentation Image
Supporting Content
Case Film
1 of 0 items

Overview

Credits

OVERVIEW

Execution

We launched an online campaign featuring Youtube recruitment videos, rallying cries from popular vloggers and on social networks.

Inspiring kids to ask the two questions kids everywhere ask - ‘Why?’ and ‘Why not?’.

To be the voice of their generation in the UN General Assembly, they had to submit videos, in which they asked the ‘Why?’ and ‘Why not?’ questions they wanted to put to the world’s leaders.

From thousands of submissions across 87 countries, eight were selected by VP Al Gore and flown to the UN in New York to challenge the leaders assembled there with their provocative questions.

Outcome

The Youtube recruitment and vlogger films alone reached 10 million views in the first four days.

The AskWhyWhyNot? landing page received more than 2 million clicks and the online activity, over 450 million impressions.

The campaign attracted global media attention, reaching 95 million people.

It armed a 400,000-strong rally that stretched 80 blocks of Manhattan in the days before the Summit.

And, gave birth to an ideology of interrogation, directed at climate inaction.

Strategy

On the 23rd of September 2014, the world’s leaders gathered in New York, to attend the United Nations Climate Summit. On the agenda was the urgent action needed to preserve the planet and the future of mankind.

We created a global campaign, that began online and was designed to make it unlike any other previous global summit.

For the first time ever, we gave a voice to a group that has the most to win or lose from the discussions and decisions that are arrived at – our kids.

And then got them to do what kids do best – ask ‘why?’

Our strategy was to put pressure on world leaders to commit to carbon emission reductions. Appealing to them as parents, not merely as politicians.

More Entries from Integrated Multi-Platform Campaign (Online & Offline) in Social and Influencer

24 items

Grand Prix Cannes Lions
GISELE BÜNDCHEN - I WILL WHAT I WANT

Integrated Multi-Platform Campaign (Online & Offline)

GISELE BÜNDCHEN - I WILL WHAT I WANT

UNDER ARMOUR, DROGA5

(opens in a new tab)

More Entries from GPY&R

24 items

Gold Cannes Lions
MESSAGES FROM THE FRONT LINE

Education & Services

MESSAGES FROM THE FRONT LINE

DEFENCE FORCE RECRUITING, GPY&R

(opens in a new tab)