When your company is looking to take your message and reach as many eye balls (or ears) as possible there really is no better channel than online. That is exactly what Environmental Defence Canada and ForestEthic, two of Canada’s most active environmental groups did when they enlisted the help of communications agency zig. Zig helped to create the “Moms Against Climate Change” campaign which leverages web site and television and online public service announcements.
“If we are going to get the action we need from our government in Ottawa, we need Canadians to start feeling global warming as an emotional, personal issue, and not just an intellectual one. This is what we asked zig to help us do,” said Dr. Rick Smith, Executive Director, Environmental Defence Canada.
“Moms across Canada care passionately about their children, children who are set to inherit the worst impacts of climate change,” said Gillian McEachern of ForestEthics. “When moms use their voting power for stronger climate laws, they become a force government has to listen to.”
[youtube]http://www.youtube.com/watch?v=YwrrikNeFZg[/youtube]
Part of the purpose of the campaign is to drive as much awareness around the issues of climate change prior to the upcoming United Nations Climate Change Summit in Copenhagen taking place in December. The PSA, “Demonstrate” which are being aired on television and online (see below) include a call to action that drives views back to the TakeActionOnClimateChange.com website and allows parents to upload photos of their children, which will be added to a projection that will appear near Parliament Hill in Ottawa to remind Prime Minister Stephen Harper who he’s representing in Copenhagen this December. The entire Moms Against Climate Change project was produced pro-bono, from agency involvement to talent and music. Popular indie pop group Stars provided the soundtrack, and more than 100 child actors volunteered for the film shoot in downtown Toronto.
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