December 7, 2009 - Hopenhagen- When People Lead, Leaders Follow

The time has come to consider the adverse affects our existence is having on the planet.  This year's United Nations Climate Change Conference (COP15) is asking the people to demand change, to start a grassroots movement powerful enough to influence change, and to open their minds to the possibility of change.

This December, the city of Copenhagen, Denmark, who has re-branded itself Hopenhagen for the event will play host to 192 countries who will gather together to help solve our climate crisis.

Freya Williams, Senior Partner and Planning Director for Ogilvy and Mather, NY spoke to us about OgilvyEarth's involvement in Hopenhagen:

GGN: Tell us a bit about the history behind the movement. How did Hopenhagen get started?

OE: The Secretary-General asked the advertising and communications industry, through the International Advertising Association, for help creating a campaign to increase awareness of climate chance and the UN conference in Copenhagen.  We immediately thought it was a challenge worth taking and one that would tap into the passion and talent of OgilvyEarth.  We believe that solving climate change will help address so many of the big issues of our time - the economy, health and wellness, and poverty. We also believe that communication is one of the most powerful tools to affect change and that we have the skills to develop that communication today.

GGN: What challenges did you face in trying to get Hopenhagen off the ground?

OE: We have created the campaign entirely pro bono and have been entirely reliant on donated media, so the campaign has been a real labor of love. But overall we have found everyone we approached - from potential corporate partners to media owners to allies in the sustainability movement -incredibly positive and responsive to the Hopenhagen idea. It seems to have resonated for a range of parties looking for a positive, optimistic approach to climate change messaging, and our followers are empowered and inspired by the messaging. So we have seen momentum really build over a fairly short period of time - it has been challenging but incredibly rewarding.

GGN:   Are many of your volunteers/members planning to attend COP15?

OE: The main representative of Hopenhagen at COP15 will be the Hopenhagen Ambassador. The Ambassador is being elected by the citizens of through a contest we are running in partnership with the Huffington Post. They upload a video with their pitch as to why they should represent Hopenhagen at COP15. You can find out more about the contest here: http://www.huffingtonpost.com/2009/11/19/hopenhagen-ambassador-con_n_363672.html Our spokesperson, actor Bradley Whitford, is also attending. Plus, because the City of Copenhagen is branding itself Hopenhagen for the month of December, Hopenhagen will be hard to ignore in Copenhagen! There are several of us from Ogilvy and the other volunteer agencies going also, as well as several of OgilvyEarth's expert advisors.

GGN:  What has been the most encouraging event/idea/news for Hopenhagen so far?

OE: It has been wonderful to see individuals, groups and companies finding their own unique ways to express their support for Hopenhagen. In Syracuse, NY and Copenhagen, people have created flash mobs to show their support - stripping down to their underwear in near-freezing weather. A group in the UK has organized ‘Run for Hopenhagen', allowing runners to donate all miles run between now and the conference to show their support. A Danish Premier League soccer team played a match in Hopenhagen jerseys. Corporations from Coke, Siemens and SAP to Method and Recyclebank have joined us, activated their entire employee bases and stepped up their commitments to sustainability.

GGN:    Given all the various issues that participating countries will be dealing with at the United Nations Climate Change Conference, how will you measure the success of Hopenhagen and/or COP15?

OE: The objectives of Hopenhagen were to drive awareness of COP15 with an audience who might not otherwise have been engaged and to drive popular support for a positive outcome. So the success of Hopenhagen will be measured through the volume of social media buzz, media mentions and awareness and participation in the actions we have asked people to take, such as becoming a citizen, signing the petition, joining our Facebook group, spreading the word. At COP15 itself we will take the guidance of OgilvyEarth's expert network as to the success of the negotiations - many of our expert advisors will be there with us to give us their informed perspective on what the outcome means for all of us. But in many ways, COP15 is just the beginning. We have created a community of passionate and optimistic individuals whose voice counts and we hope will be maintained.

Hopenhagen is a movement, a moment, and a chance at a new beginning.  It is the first step in what will hopefully be the beginning of a new outlook and a new sense of responsibility. 

To find out more about Hopenhagen visit their website at:

www.hopenhagen.org

Jennifer Maclellan is the Senior Writer for the Green Guide Network. You can contact her at jennifer@greenguidenetwork.com.