UNEP campaign wins Best Green International Campaign at Green Awards
An innovative UNEP-partnered ad campaign has won the Best Green International Campaign prize at the Green Awards in London.
The television ad - titled 'The Voice of Reason (aged 6)' - shows the world through a little girl's eyes. An animation in child-like drawings, narrated by the little girl, illustrates why everyone should take public transport and concludes that 'The world is your home. Look after it'.
The campaign, which was first broadcast in February 2008, is a joint effort by UNEP and the International Association of Public Transport (UITP). It was produced by McCann Erickson and has run on major international stations including BBC World, CNN, EuroNews, CNBC, Sky News, Bloomberg, Eurosport, Fashion TV and E! Entertainment - all of which donated airtime.
The campaign continues to spread around the world: the ad ran in Cantonese and English on the Beijing Metro during the Olympic and Paralympic Games, and is now airing as part of the Big Green Help on Nickelodeon and MTV in Asia.
Launched in 2006 in the United Kingdom, the Green Awards recognize and reward creative work that communicates the importance of Corporate Social Responsibility, sustainable development and ethical best practice in any sector and across any marketing discipline.
This is the second award for the Voice of Reason campaign: in June, the spot won an EACA Care Award in the 'Non-profit Organisations and Non-governmental Bodies' category.
UNEP was represented at the Green Awards Ceremony on 13 November in London by Climate Change Coordinator Kaveh Zahedi, who was one of the guest speakers.