| Title | WHY? WHY NOT? |
| Brand | CLIMATE REALITY PROJECT |
| Product / Service | CLIMATE CHANGE |
| Category | D07. Charities, Public Health, Safety & Awareness Messages |
| Entrant | GPY&R Sydney, AUSTRALIA |
| Entrant Company | GPY&R Sydney, AUSTRALIA |
| Advertising Agency | GPY&R Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| David Joubert | George Patterson Y&R | Executive Creative Director |
| Bart Pawlak | George Patterson Y&R | Executive Creative Director |
| Ben Coulson | GPY&R ANZ | Chief Creative Officer |
| Jon Steel | GPY&R ANZ | Chief Strategy Officer |
| Lucielle Vardy | George Patterson Y&R | Strategic Director |
| Kate Kopperman | GPY&R ANZ | Account Manager |
| Vivian Xie | George Patterson Y&R | Project Manager |
| David Sharrod | Y&R NY | Client Service Director |
| Melissa Parsey | JWT NY | Group Planning Director |
| Kiernan Schmitt | Blue State Digital | Strategic Director |
| Andrew Dowling | George Patterson Y&R | Group Managing Director |
| Alex Stanton | Blue State Digital | Vice President |
| Alex Mather | Blue State Digital | Account Director |
| Alex Legberg | Blue State Digital | Senior Designer |
| Stephanie Cohen | Blue State Digital | Project Manager |
| Nick Vale | Maxus Global | Global Planning Director |
| Tom Dunn | Maxus UK | Digital Strategy Director |
| Katie Newport | Blue State Digital | Senior Social Media Strategist |
| Elissa Maine | George Patterson Y&R | Head of Content |
| Sam Yeomans | George Patterson Y&R | Agency Producer |
The ‘Why? Why Not? campaign had two audiences that needed to be communicated with ‘directly’ – young people around the globe, between the ages of 13 and 21. As well as, the leaders of the world. For the former we employed: - targeted recruitment videos on Youtube. - influential vloggers with massive followings among the target audience. - And targeted facebook campaign. When it came to communicating with the world’s leaders, we employed the most direct channel available – the General Assembly of the United Nations in New York, while it was in session for the 2014 UN Climate Summit.
First, we launched a global invitation online - With recruitment videos on Youtube. Via rallying cries from vloggers with massive followings among the target. And, with a targeted facebook campaign. After thousands of videos were uploaded by kids from 87 countries, our request to address the General Assembly was something the UN couldn’t refuse. With some powerful help from the world’s most famous climate crusader – Vice President Al Gore – we picked the final 8 and flew them to the 2014 UN Climate Summit. To challenge the 160 world leaders assembled there with their provocative questions.
As mentioned above, our target audience was twofold – the world’s children and the world’s leaders. Both, audiences needed to be inspired, but for different reasons. The world’s leaders needed to be inspired to commit to meaningful climate action. To do this effectively, we needed to galvanise the generation with the most to win or lose from their decisions, into a united and universal voice.
The Youtube recruitment and vlogger films alone reached 10 million views in the first four days. The AskWhyWhyNot? landing page received more than 2 million clicks and the online activity, over 450 million impressions. The campaign attracted global media attention, reaching 95 million people. It armed a 400,000-strong rally that stretched 80 blocks of Manhattan in the days before the Summit. And, gave birth to an ideology of interrogation, spearheaded by future generations and directed at climate inaction.