Environmental Defence Canada and ForestEthics, two of Canada’s most active environmental groups, have partnered to launch Moms Against Climate Change, a campaign to demand change at the United Nations Climate Change Summit in Copenhagen this December. The initiative is supported by a powerful marketing campaign created by communications company zig, which includes a robust 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.”
Moms Against Climate Change presents global warming in a compelling and relevant way, to reach beyond the scientific audience and speak directly to parents, to their emotions and their fundamental desire to protect their children.
The initiative empowers parents by giving them the chance to make their children proud. The message is simple: tell our leaders to take tough action on global warming now.
The PSA “Demonstration”, which will air on television and online, serves as the emotional catalyst of the campaign. The PSA can be viewed at the following link: http://www.youtube.com/watch?v=YwrrikNeFZg. A call to action at the end of the film drives viewers to TakeActionOnClimateChange.com, the official web site forMoms Against Climate Change, which is rich with digestible, practical information about the impact of global warming, what it means for the current generation of children, and the steps that the average Canadian can take to influence change. The web site also 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.
“This issue is one that could affect future generations profoundly, yet it doesn’t currently factor into the steps parents take to prepare their kids for the future. Moms fret about school choices, extra-curricular activities and health, yet they may not think about doing something to safeguard the world their kids will inherit,” said Lorraine Tao, zig partner + copywriter. “History has taught us that when people are wronged, they do something about it. We bring that idea to life visually in the short film creative, but also in a more actionable sense by offering parents the opportunity to add to the projection and show Prime Minister Harper that Canadians demand bold action in Copenhagen.”
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.
About Environmental Defence
Founded in 1984, Environmental Defence is a Canadian environmental charity that protects the environment and human health. We research solutions. We educate. We go to court when we have to. All in order to ensure clean air, clean water and thriving ecosystems nationwide, and to bring a halt to Canada’s contribution to climate change. (www.environmentaldefence.ca)
ForestEthics exists to protect Endangered Forests, wild places, wildlife, and human wellbeing. Our innovative, inspiring and effective campaigns challenge corporations and catalyze environmental leadership in industry, governments and communities. Our work creates solutions that last for generations to come and emphasizes addressing climate change, which compromises all of our efforts if left unchecked. (www.forestethics.org)
zig is a communications company within the MDC Partners network that creates ideas in their most powerful form. Since its inception in 1999 in Toronto, zig has earned a reputation as one of the leading ideas companies in Canada, which led to the opening of its first United States office in 2006. The agency works with respected brands including Molson, Virgin Mobile, IKEA, Best Buy, Unilever, Pfizer and Microsoft. Zig has earned numerous awards and recognition for their work from the Cannes Lions, The One Show, Clio Awards, Art Directors Club, Communication Arts and others. For more information, visit www.zigideas.com.
Credits for the campaign are as follows:
Client: Environmental Defence Canada, ForestEthics
Brand: Moms Against Climate Change (Environmental Defence Canada & ForestEthics)
Executive Creative Director: Martin Beauvais
Art Director: Briony Wilson
Copywriter: Lorraine Tao
Planner: Mark Aronson
Project Manager: Naomi Olsen
Agency Producer: Karen Blazer
Producer: Tara Handley
Executive Producer: Geoff Cornish, Michi Lepik-Stahl
Production House: Suneeva
Director: Shelley Lewis
Editing House: Relish Editing
Editor: Antti Kulmala
Photographer: Eden Robbins
Music Company: RMW Music