The video highlights the environmental and low carbon advantages of public transport. The campaign targets individuals (urban inhabitants) and empowers them to play a significant role in the climate change issue through their mobility choices. The video has been created in the style of a childs drawing and represents the world through a little girls eyes. This delivers an emotional appeal and a voice of hope for the future. It signs off with the message, The world is your home. Look after it.
Filosofia
The ad is being officially launched at UNEPs 10th Governing Council / Global Ministerial Environment Forum in Monaco on Thursday 21st February 2008 and starts airing on TV from the 22nd February 2008 for a period and again from June 1st onwards to coincide with World Environment Day. It has so far been translated into French, German, Spanish and Japanese, and further languages follow as the campaign spreads into new markets.
Problema
UITP estimates that at least 50% of all urban car trips are less than 5km in distance, which puts city motorists in a pole position in protecting the planet by reducing carbon emissions from cars. This is echoed in the sign-off of the commercial, The world is your home. Look after it.
Resultado
The 30 second TV spot The Voice of Reason (age 6) was created for the United Nations Environment Programme and International Association of Public Transport to persuade drivers to choose Public Transport instead of their cars, for the good of the environment. Nearly 50% of all urban journeys in cars are less than 5 kilometers. By taking public transport, shoppers would help reduce CO2 emissions that contribute to climate change. The creative solution delivered the common sense message through the mouth of a child, a symbol of our future, and because it was delivered positively, the audience felt they were given a choice. The ad was initially produced in 4 languages English, French, Spanish and German, and aired throughout February and March 2008 as well as June 2008 to coincide with World Environment Day: All of the air time was kindly donated by regional and international television stations: Since its launch in February 2008, there have been requests from Public Transport operators to translate the ad into a further 21 languages around the world, ranging from Japan to Jordan, Portugal to Canada, Mexico to Turkey. Put simply, this charming little spot has unified the voice of Public Transport operators globally, providing them with one clear and simple message If I choose public transport, Ive made a positive impact on climate change.