An
innovative UNEP-partnered ad campaign has
won the Best Green International Campaign
prize at the Green Awards in London.
The television ad -
titled 'The Voice of Reason (aged 6)' -
shows the world through a little girl's
eyes. An animation in child-like drawings,
narrated by the little girl, illustrates
why everyone should take public transport
and concludes that 'The world is your home.
Look after it'.
The campaign, which
was first broadcast in February 2008, is
a joint effort by UNEP and the International
Association of Public Transport (UITP).
It was produced by McCann Erickson and has
run on major international stations including
BBC World, CNN, EuroNews, CNBC, Sky News,
Bloomberg, Eurosport, Fashion TV and E!
Entertainment - all of which donated airtime.
The campaign continues
to spread around the world: the ad ran in
Cantonese and English on the Beijing Metro
during the Olympic and Paralympic Games,
and is now airing as part of the Big Green
Help on Nickelodeon and MTV in Asia.
Launched in 2006 in the
United Kingdom, the Green Awards recognize
and reward creative work that communicates
the importance of Corporate Social Responsibility,
sustainable development and ethical best
practice in any sector and across any marketing
discipline.
This is the second award
for the Voice of Reason campaign: in June,
the spot won an EACA Care Award in the 'Non-profit
Organisations and Non-governmental Bodies'
category.
UNEP was represented
at the Green Awards Ceremony on 13 November
in London by Climate Change Coordinator
Kaveh Zahedi, who was one of the guest speakers.
www.greenawards.co.uk
www.eaca.be/care_awards.asp
