Social and Influencer > Integrated Multi-Platform Campaign
GPY&R, Sydney / CLIMATE REALITY PROJECT / 2015
Overview
Credits
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.
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