Unicef launches climate change campaign

/d/d/m/UnicefSwimming.jpg

Children’s aid organisation Unicef is launching a digital campaign to raise awareness of the impact of climate change on children and aid projects in developing countries.

The charity has partnered with environmental non-profit group Do The Green Thing to create a 90 second illustrated video featuring a character called Climate Kid voiced by broadcaster Jon Snow.

The video illustrates how the boy would need to adapt to cope with the effects of climate change, such as drought and flooding, on his environment.

Unicef aims to raise awareness of the need to help communities adapt to climate change as part of its aid work to ensure that children have access to education, clean drinking water and food.

The 12 week awareness and fund raising campaign includes advertising on Spotify and Facebook, a campaign microsite and social media activity including a Twitter competition and a Facebook status takeover.

It will also include PR and an experiential campaign at festivals in the summer. The Climate Kid creative could later form an offline campaign including TV ads and outdoor billboard sites.

Unicef is experimenting with different media, tone and styles to communicate its message and this is the first time it has taken a digital approach in an attempt to send its message viral.

Lucy Stone, Unicef climate change consultant, says: “It’s a difficult thing to communicate and the challenge was to show the need for adaptation in a simple way, without resorting to the doom and gloom messaging usually associated with climate change, and without undermining the seriousness of the message.”

Climate change campaigners have struggled to successfully communicate their messge and a government campaign from the Department of Energy and Climate Change (DECC), was banned last year for overstating the damage casued by climate change.

The 10:10 lobby group faced a backlash over a “tasteless” ad which showed people being blown up for not caring about climate change.

Recommended

/q/f/i/jam160.jpg

Liam Gallagher stars in News of the World ad

Lara O'Reilly

The News of the World is rolling out a TV advert, featuring Liam Gallagher’s new band Beady Eye, to promote the launch of its new men’s magazine supplement Jam. The Beady Eye ad accompanies the magazine’s CD giveaway featuring five tracks from the band’s debut album and a 17-minute interview. Liam Gallagher will also be […]

/j/e/c/DanielCraigWomenBond.jpg

James Bond wears dress for Women’s Day

Rosie Baker

James Bond actor Daniel Craig is to star in a campaign by charity group Equals in support of International Women’s Day. Equals, a charity venture between global aid organisations including Oxfam, ActionAid and Save the Children led by Eurythmics singer Annie Lennox, has created the cinema and digital campaign to raise awareness of gender inequality […]

Comments

    Leave a comment

    Close

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now