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.