GPY&R Sydney appointed to lead global Al Gore climate change campaign

Sydney agency GPY&R has created a global campaign for Al Gore and The Climate Reality Project which will urge young people aged 13 to 21 put pressure on world leaders to commit to reducing carbon emissions.

The agency was appointed by the former US vice president after presenting its  campaign ideas at the United Nations. GPY&R was one of five WPP agencies from around the world who were invited to present their response to the brief.

The campaign invites children from around the world to create videos posing the questions “why?” and “why not?”. The creators of the best six submissions will be flown to New York to attend the Climate Summit on September 23 where they will be part of a multimedia presentation to world leaders calling for “action and ambition” on climate change.

PPR Australia has been appointed as the lead agency to support the roll out of the campaign in Brazil, Canada, China, India, Philippines, South Africa and the US in addition to Australia.

Seven other WPP agencies will help deliver the campaign including JWT, Maxus, The Futures Company, The Glover Park Group, Blue State Digital and affiliate company VICE.

GPY&R Sydney managing director Andrew Dowling said: “In any language across the world, children ask why and why not from a very young age over and over again. They ask to first try to understand the world and the second when they want to change that world.

“We want people of all ages to continue to ask questions of their elected representatives to help highlight the problem in the current approach to climate change, and the future solutions we should be sanctioning now.”

Executive creative director David Joubert, one of the GPY&R Sydney team to present to Al Gore, added:  “We wanted to give the younger generation a voice in this debate. It will be our children and grandchildren who will see the most extreme effects of our leaders’ inaction on climate change yet they have no voice in the legislative process and the most to lose if we no act quickly and decisively.”

WPP group planning director Jon Steel added: “Unlike most previous campaigns, ours has an optimistic tone. The majority of people want to solve this problem but don’t know how. The ‘why not?’ part of our campaign suggests how it can be done.”

The campaign will continue to build in the run up to United Nations Framework Convention taking place in Paris in December 2015.


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