|Product / Service||WWF|
|Category||A05. Alternative Media|
|Entrant||LEO BURNETT SYDNEY, AUSTRALIA|
|Entrant Company:||LEO BURNETT SYDNEY, AUSTRALIA|
|DM/Advertising Agency:||LEO BURNETT SYDNEY, AUSTRALIA|
|Andy Dilallo||Leo Burnett Sydney||Executive Creative Director|
|Jay Benjamin||Leo Burnett Sydney||Executive Creative Director|
|Michael Canning||Leo Burnett Sydney||Copywriter|
|Kieran Antill||Leo Burnett Sydney||Art Director|
|Kieran Ots||Leo Burnett Sydney||Digital CD|
|Stephanie Brown||Leo Burnett Sydney||Digital Producer|
|Patrick Fileti||Leo Burnett Sydney||Editor|
In December 2009, world leaders gathered for the Climate Change Summit in Copenhagen. Our brief from the World Wildlife Fund (WWF) was to find a way to involved people of the world in the summit, to not only attempt to put pressure on political leaders, but to re-connect people with environmental issues in a new and empowering way.
EARTH FM was designed to not only give people of the world the power to make their voices heard, but to turn each individuals voice into something far more powerful, as one collective voice for the planet. From a brand perspective, EARTH FM has created a new platform for the World Wildlife Fund (WWF) to gather the voices of people around the world, and use them to create action for the future of our planet. The idea has also been extremely successful in re-connecting people with WWF in a way that has empowered them as individuals, and made them feel that they can make a difference to the future of our planet.
Our solution was EARTH FM – A global radio broadcast which invited people to record a voice message for world leaders about climate change, which would be broadcast for world leaders to hear at the Copenhagen Summit. With climate change feeling like such a huge problem for individuals, EARTH FM gave people of the world a very direct way to make a difference, by leaving a simple voice message. As an idea for the people, EARTH FM was spread directly from person to person people through digital social media as well as media coverage, with thousands of voices from around the world uniting as one collective voice for the planet.
EARTH FM was recognized in Copenhagen as a critical step in reaching a unified international solution for climate change. The idea gave thousands of people all over the world who would not usually have a voice, an audience with the world’s political leaders, and formed one voice for the planet. With the target of an international summit of world leaders, we received an international mix of voices from all corners of the world. Due to its success, EARTH FM will continue to be used by the World Wildlife Fund (WWF) as a new platform to channel the voice of the people on environmental issues, as a way to create action for the future of our planet.